Smartphone brands repackage old models as new launches at higher prices in India

Brands like Oppo, Vivo and Poco are rebranding older phones as fresh launches at steeper prices to offset rising chip costs and a weak rupee. AIMRA and retailers say these 'box-change' products confuse buyers and rarely convert in-store, with gaps up to Rs 13,000 between near-identical models.

— Filed Mon, 13 Jul, 2026, 16:34 IST · Source Forbes India · Updated

Smartphone brands in India are rebranding older models as new launches at higher prices to offset rising chip costs and a weak rupee. Retailers report these 'box-change' products confuse consumers and mostly fail to convert in-store, per AIMRA and industry experts.

Also reported by