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.
6Keeping feature phones relevant while promoting smartphone adoption
Despite India’s growing smartphone base, feature phones still hold a sizable market share, especially in rural and semi-urban areas.
“Our mission has always been to democratize technology, and we see ourselves playing a crucial role in this transformation,” Arijeet said. “Feature phones are still the starting point for millions of Indians, so we keep upgrading them with stronger signal strength, 4G connectivity, UPI support, and now, AI.”
At the same time, he emphasized the brand’s role in smooth digital progression. “Many of our feature phone users who move to smartphones prefer itel because they already trust our brand,” he said.
