New Budget Smartphone Brand ‘Ai+’ Set for India Expansion, Targets Affordable Segment

India’s smartphone market is set to witness the arrival of another budget-focused player as Ai+, a relatively new brand backed by former Realme India chief Madhav Sheth, prepares to strengthen its presence in the country. The company is positioning itself as an affordable smartphone maker aimed at consumers seeking value-driven devices with locally focused features.

According to reports, Ai+ plans to expand its portfolio aggressively in India, targeting the highly competitive entry-level and mid-range smartphone segments. The brand has already gained attention for its emphasis on affordable pricing, large batteries and clean software experiences tailored for Indian users. Industry observers view the move as an attempt to challenge established players such as Xiaomi, Realme, Vivo and Samsung in the sub-₹15,000 category.

The company has recently launched new smartphones under its Nova series, including the Nova 2 Neo 5G and Nova 2 Pro 5G. Both devices feature Android 16, 5G connectivity and 6,000mAh batteries, specifications that are becoming increasingly important for budget-conscious consumers. The phones are priced aggressively, with the Nova 2 Neo 5G starting at ₹12,999. The company announced that it crossed sales of more than 300,000 smartphones in May 2026 alone and generated revenue exceeding ₹350 crore during the month. The figures suggest growing consumer interest in the brand despite intense competition in the affordable smartphone segment.

The brand’s strategy revolves around combining competitive hardware, local manufacturing and affordability. Industry analysts believe this approach could help Ai+ carve out a niche among first-time smartphone buyers and users upgrading from older 4G devices. With India’s smartphone market continuing to expand beyond major metropolitan areas, brands offering strong specifications at lower prices are expected to benefit from rising demand.