Oura enters India’s smart ring market with the Ring 4

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

Oura is selling 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 the U.S., the ringing starts astatine $349 with 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 astute ringing marketplace remains small, with shipments falling 30.6% successful 2025 compared to a twelvemonth earlier, and mean selling prices declining 8.7% to $159.7, according to IDC, arsenic lower-cost brands grow their beingness successful the country.

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

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

Ultrahuman led the astute ringing class successful India past year, with a 30.4% share, followed by Gabit, which held 18.3%, per IDC.

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

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

Alongside the launch, Oura released a study connected slumber patterns among its users successful India, based connected information collected betwixt October 2024 and September 2025. The investigation 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 planetary averages.

The findings underline some the accidental and the 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 volition beryllium connected much brands entering the marketplace and diversifying pricing and positioning, Sharma said.