Oura Enters India’s Smart Ring Market With The Ring 4

Finnish smart ringing shaper Oura is yet launching successful India, taking connected section rivals specified arsenic Ultrahuman successful a comparatively young smart ringing marketplace that is becoming price-sensitive acknowledgment to an influx of low-cost options.

Oura is trading its Ring 4 starting astatine ₹28,900 (about $313), and going up to ₹39,900 (around $432), alongside a ₹599 (about $6) monthly membership. In nan U.S., nan ringing starts astatine $349 pinch a $5.99 subscription. In comparison, Ultrahuman’s Ring Air is priced astatine ₹28,499 (around $308), and its new Ring Pro sells for ₹42,990 (about $465).

India’s smart ringing marketplace remains small, pinch shipments falling 30.6% successful 2025 compared to a twelvemonth earlier, and mean trading prices declining 8.7% to $159.7, according to IDC, arsenic lower-cost brands grow their beingness successful nan country.

The diminution reflects nan category’s comparatively caller position successful India, wherever smart rings stay a niche product, pinch constricted consciousness and comparatively precocious prices contempt nan readiness of lower-cost options, Vikas Sharma, elder marketplace expert for wearable devices astatine IDC, said. The conception saw first momentum arsenic an emerging tech trend, but that maturation has not been sustained, he added. Marketing efforts person besides been muted arsenic astir vendors prioritize larger markets.

The segment’s maturation has besides been constrained by constricted title beyond a fistful of players, arsenic nan class lacks a broader ecosystem to thrust consciousness and innovation, Sharma told TechCrunch.

Ultrahuman led nan smart ringing class successful India past year, pinch a 30.4% share, followed by Gabit, which held 18.3%, per IDC.

Oura is positioning nan Ring 4 arsenic a premium wellness device, combining hardware pinch a subscription work that delivers personalised insights connected sleep, activity and recovery. That operation of positioning and services sets nan institution isolated from galore section players, who mostly compete connected price.

The rivalry betwixt Oura and Ultrahuman extends beyond India: nan Finnish institution sued Ultrahuman successful nan U.S., affecting nan income of nan smaller company’s Ring Air successful nan country. The Bengaluru-based institution said it has redesigned nan caller Ring Pro to activity astir Oura’s patents, and has submitted it to U.S. Customs and Border Protection to corroborate it tin beryllium legally imported.

Alongside nan launch, Oura released a study connected slumber patterns among its users successful India, based connected information collected betwixt October 2024 and September 2025. The study recovered users averaged astir 6 hours and 28 minutes of slumber per night, beneath recommended levels, and spent little clip successful restorative slumber stages than world averages.

The findings underline some nan opportunity and nan situation successful India: While consciousness of wellness and wellness is rising, translating that into request for premium, subscription-based devices successful a price-sensitive marketplace remains acold from certain.

Whether that request tin standard will dangle connected much brands entering nan marketplace and diversifying pricing and positioning, Sharma said.