Oura enters the Indian smart ring market with Ring 4

Finnish smart ring maker Oura is finally launching in India, taking on local rivals like Ultrahuman in the young smart ring market that is becoming price insensitive due to the abundance of affordable options.

Oura is selling hers Ring 4 starting at ₹28,900 (about $313), and going up to ₹39,900 (about $432), along with a ₹599 (about $6) monthly membership. In the US, the ring starts at $349 with a subscription of $5.99. In comparison, Ultrahuman’s Ring Air and price at ₹28,499 (about $308), it’s his The new Ring Pro it retails for ₹42,990 (about $465).

The Indian smart ring market will remain relatively small, and shipping down 30.6% in 2025 compared to the previous year, and average sales prices will drop 8.7% to $159.7, according to IDC, as low-cost brands expand their presence in the country.

The decline reflects the category’s relative newness in India, where smart rings remain a mainstream product, with little awareness and high prices despite the availability of affordable options, Vikas Sharma, senior wearables market analyst at IDC, said. Section he saw the power to start as an emerging technology trend, but growth has not continued, he added. Marketing activities have also been eliminated as many vendors prioritize large markets.

The sector’s growth has also been linked to less competition than smaller players, as the sector lacks the infrastructure to support awareness and innovation, Sharma told TechCrunch.

Ultrahuman led the smart ring group in India last year, with a share of 30.4%, followed by Gabit, which held 18.3%, according to IDC.

Oura is positioning Ring 4 as a premium health device, combining electronic devices and a subscription service that provides personalized information on sleep, activity, and recovery. That combination of roles and functions sets the company apart from local players, who compete on price.

The conflict between Oura and Ultrahuman continues in India: The Finnish company sued Ultrahuman in the US, affecting the sales of the small company’s Ring Air in the country. The Bengaluru-based company says it has redesigned the new Ring Pro to work in accordance with Oura’s patents, and has submitted it to US Customs and Border Protection to ensure it can be shipped legally.

Along with the launch, Oura released a report on sleep patterns among its users in India, according to data collected between October 2024 and September 2025. The study found that users spend an average of six hours and 28 minutes of sleep per night, below the recommended levels, and spend less time in restorative sleep units than the global average.

These findings highlight both opportunities and challenges in India: While health and wellness awareness is on the rise, defining the need for premium, price-sensitive market-based devices remains unproven.

Whether that demand should increase depends on more brands entering the market and changing prices and locations, Sharma said.