Finnish smart ring maker Oura is finally launching in India, taking on local rivals like Ultrahuman in a relatively young smart ring market that’s becoming price-sensitive thanks to an influx of low-cost options.
Oura sells its Ring 4 starting at ₹28,900 (about $313) and going up to ₹39,900 (about $432), along with a monthly subscription of ₹599 (about $6). In the US, the ring starts at $349 with a $5.99 subscription. In comparison, Ultrahuman’s Ring Air is invoiced at ₹28,499 (approx. $308) and its new Ring Pro retails for ₹42,990 (approx. $465).
India’s smart ring market remains small, with shipments down 30.6% in 2025 compared to a year earlier, and average selling prices fell 8.7 percent to $159.7, according to IDC, as lower-cost brands expand their presence in the country.
The decline reflects the category’s relatively new position in India, where smart rings remain a niche product, with limited awareness and relatively high prices despite the availability of lower-cost options, said Vikas Sharma, senior wearables market analyst at IDC. The sector saw initial momentum as an emerging technology trend, but that growth was not sustained, he added. Marketing efforts have also decreased as most sellers prioritize larger markets.
The segment’s growth has also been limited by limited competition beyond a handful of players, as the category lacks a broader ecosystem to drive awareness and innovation, Sharma told TechCrunch.
Ultrahuman led the smart ring category in India last year, with a 30.4% share, followed by Gabit, which held 18.3%, according to IDC.
Oura is positioning the Ring 4 as a premium health device, combining the hardware with a subscription service that provides personalized information about sleep, activity and recovery. This combination of location and service sets the company apart from many local players who compete largely on price.
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The rivalry between Oura and Ultrahuman extends beyond India: The Finnish company sued Ultrahuman in the US, affecting the smaller company’s Ring Air sales in the country. The Bengaluru-based company said it has redesigned the new Ring Pro to cover Oura’s patents and has submitted it to US Customs and Border Protection to confirm it can be legally imported.
Alongside the launch, Oura published a report on sleep patterns among its users in India, based on data collected between October 2024 and September 2025. The analysis found that users slept an average of around six hours and 28 minutes a night, below recommended levels, and spent less time in restorative sleep stages than global averages.
The findings underscore both the opportunity and the challenge in India: While health and wellness awareness is on the rise, translating into demand for premium, subscription-based devices in a price-sensitive market is far from certain.
Whether this demand can scale will depend on more brands entering the market and differentiating pricing and positioning, Sharma said.
