GoKawiilFinnish smart ring maker Oura is finally launching in India, taking on local rivals such as Ultrahuman in a relatively young smart ring market that is becoming price-sensitive thanks to an influx of low-cost options.
Oura is selling its Ring 4 starting at ₹28,900 (about $313), and going up to ₹39,900 (around $432), alongside a ₹599 (about $6) monthly membership. In the U.S., the ring starts at $349 with a $5.99 subscription. In comparison, Ultrahuman’s Ring Air is priced at ₹28,499 (around $308), and its new Ring Pro sells for ₹42,990 (about $465).
India’s smart ring market remains small, with shipments falling 30.6% in 2025 compared to a year earlier, and average selling prices declining 8.7% to $159.7, according to IDC, as lower-cost brands expand their presence in the country.
The decline reflects the category’s relatively new status in India, where smart rings remain a niche product, with limited awareness and relatively high prices despite the availability of lower-cost options, Vikas Sharma, senior market analyst for wearable devices at IDC, said. The segment saw initial momentum as an emerging tech trend, but that growth has not been sustained, he added. Marketing efforts have also been muted as most vendors prioritize larger markets.
The segment’s growth has also been constrained by limited competition beyond a handful of players, as the category lacks a broader ecosystem to drive awareness and innovation, Sharma told TechCrunch.
Ultrahuman led the smart ring category in India last year, with a 30.4% share, followed by Gabit, which held 18.3%, per IDC.
Oura is positioning the Ring 4 as a premium health device, combining hardware with a subscription service that delivers personalized insights on sleep, activity, and recovery. That combination of positioning and services sets the company apart from many local players, who largely compete on price.
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