I recently had the opportunity to speak with Arijeet Talapatra, the dynamic CEO of itel India, a brand that has built an unshakable reputation in India’s budget smartphone and feature phone segments. With a mission to make “technology for all” a reality, itel has become a trusted name in Indian households, connecting more than 110 million (11 crore) consumers through its range of feature phones, smartphones, smart gadgets, and televisions.
Under Talapatra’s leadership, the brand has achieved remarkable success, from maintaining its No. 1 position in India’s feature phone market with over 31% market share, to becoming one of the leading players in the sub-Rs 10,000 smartphone category with 22% market share (as per Counterpoint 2025). itel’s strength lies in combining affordability, reliability, and durability with localized innovation that caters to the real needs of Bharat.
Our discussion spanned several themes, from itel’s guiding philosophy and product durability to its AI initiatives, large-scale manufacturing, and plans to create a connected ecosystem of smart products.
Below is the complete interview, divided into thematic sections for clarity.
4itel A90 Limited Edition: Merging durability and design
itel’s focus on durability is best reflected in the itel A90 Limited Edition, which combines military-grade toughness with a modern, stylish design. “The A90 Limited Edition is where tough durability and trendy design meet to create a perfect balance of performance and style, starting from just Rs 6,399,” said Talapatra. For those unfamiliar, the limited-edition phone was announced in September in India.
He continued, “It exemplifies our belief that strong and durable build quality should be available even at entry price points. We continue to dominate the sub-Rs 7,000 segment by offering military-grade toughness alongside our industry-first free screen replacement guarantee within 100 days.”
Arijeet pointed out that itel is currently the only brand offering military-grade durability in the sub-Rs 7,000 category. “Durability is part of our DNA,” he said. “It’s not limited to smartphones. Our smartwatches, like the Alpha Edge and Alpha Style, come with IP68 water and dust resistance. These are India’s first smartwatches with an integrated protective case, blending ruggedness with modern design.”
He believes that durability will soon become a major defining factor in the budget segment. “Consumers now want products that don’t give up on them easily, and that’s where itel has a clear edge,” he said.
