Google is set to follow the lead of industry giants like Apple and Samsung by manufacturing its Pixel 8 series smartphones in India, with plans to supply the market starting in 2024.

“Today we see an even greater opportunity to make Pixel smartphones available to more people in India, and are very excited to announce our plan to manufacture Pixel smartphones in India. We intend to start with the Pixel 8, and will partner with international and domestic manufacturers to produce Pixel smartphones locally. We expect these devices to start to roll out in 2024, joining India’s ‘Make in India’ initiative,” said Rick Osterloh, Senior Vice President of Devices and Services at Google, emphasizing the significant opportunity for Google in serving Indian consumers with Pixel phones.

However, Google has not disclosed specific production quantities or the proportion of Pixel phones that will be manufactured in India, nor have they revealed information about their manufacturing partners’ factory locations.

According to insiders, India’s largest contract manufacturing company, Dixon Technologies, and Foxconn’s Indian subsidiary are among the competitors in this effort to produce Pixel phones.

Under the policies promoted by Prime Minister Narendra Modi, India has attracted increased investments from Apple. This year, Apple has not only opened two Apple-owned stores in India but has also moved more of its iPhone production from China to India. The recently launched iPhone 15 is the first iPhone manufactured in India.

A majority of Samsung smartphones sold in India are produced at Samsung’s Noida facility, the largest smartphone manufacturing plant globally, which manufactures the Galaxy A and M series. With the introduction of the Galaxy S23 series earlier this year, Samsung has also confirmed that the Galaxy S23 series for the Indian market will be produced locally. In addition to Apple and Samsung, Chinese Android smartphone manufacturers have also established partnerships with local Indian manufacturers.

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• [Insights] Google Teams Up with HP to Produce Chromebooks in India

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On October 2, 2023, the CEO of Alphabet announced that Google, under its umbrella, is partnering with the leading laptop brand, HP, to manufacture Chromebook laptops in India. This move comes at a time when Dell, Asus, and other laptop manufacturers have begun production in India. HP is leveraging its existing local factories and government incentives, aiming to capitalize on the vast population and educational opportunities in India. In a similar vein, Samsung and Google have collaborated in Vietnam to launch the Galaxy Chromebook Go, targeting the education sector. The Chromebook is gradually expanding its production and introduction to various regions.

TrendForce’s Insights:

1. Google Teams Up with HP to Launch Chromebook, Chromebook Plus Aims to Attract New Consumer Segments

Through the collaboration of HP, a dominant player in the global laptop market, and Google, renowned for its software expertise in the Chrome operating system, Chromebooks are set to be manufactured in India for the first time. This partnership leverages the power of two industry giants to produce Chromebooks locally, offering a cost-effective alternative to the long-standing dominance of white label tablets in India’s education market. Chromebooks, equipped with the Chrome OS, known for easy management and robust security, are set to benefit from government incentives and manufacturer collaborations, working together to create affordable, secure, and high-quality devices. This effort aims to enhance the learning experience for Indian students.

HP, since 2020, has been utilizing the Flex Ltd. factory in Chennai, India, for the production of laptops and desktops. On October 2, 2023, they extended their production line to include Chromebooks. The factory will assemble various types of devices, including laptops, desktops, and Chromebooks, all designed to cater to the local market’s needs. This move is expected to enhance HP’s brand value and market share in India.

In addition, Google and various leading brands launched the Chromebook Plus in the North American market on October 8, 2023. The new models come in screen sizes of 14 inches and 15.6 inches, boasting high-end hardware configurations and AI features. The base model starts at $399.99, with a price difference of less than $200 compared to conventional laptops currently sold in India. This suggests the possibility of local production for the Google Chromebook Plus in India, aiming to attract a diverse range of consumers.

2. Apart from India’s policies and incentives, Vietnam also Attracts Foreign Investment with EU Tariff Benefits and Low Labor Costs

India, with its population of 1.4 billion, presents a dual advantage of a vast labor force and a significant domestic market. After the successful local assembly of iPhones in India, the nation is taking strides toward its goal of local manufacturing. The Indian government has initiated the “Make in India” policy, aiming to entice the production, assembly, and shipment of more electronic end-products in the country. In August 2023, the Indian government announced a delayed implementation of import restrictions on computer products, with a decision pending a year later. Currently, many brand manufacturers can still import fully assembled products into India, temporarily avoiding the impact of high tariffs on imported materials and equipment. Brand manufacturers may also utilize this period to actively collaborate with the government in planning local production initiatives in the region.

Beyond India, numerous Taiwanese assembly plants have made investments in Vietnam. In contrast to India’s policy-driven approach to local manufacturing, Vietnam offers advantages such as EU tariff preferences and low labor costs. For example, Samsung has previously established its dominance in Vietnam by assembling panel modules and laptops. As a result, in collaboration with Google, they introduced the Galaxy Chromebook Go in Vietnam, targeting local markets with simplified, lower-end laptop configurations. It is speculated that other Taiwanese manufacturing plants in Vietnam will follow this operating model.

As the overall technological and industrial capabilities in Vietnam continue to improve, they are poised to take on mid to high-end laptop models by 2024-2025. While American brands continue to rely on China for the production of consumer and business laptops, the collaboration between Google Chromebook and other brand manufacturers in regions like India and Vietnam is expected to become increasingly close.