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

Finnish smart ring maker Oura is officially launching its Ring 4 in India. The company is positioning the Ring 4 as a premium health device in a market that is increasingly price-sensitive. To establish its presence, Oura is introducing both the hardware and its recurring subscription model to Indian consumers.

The pricing structure for Oura and local competitor Ultrahuman compares as follows:

• Oura Ring 4 starting price: ₹28,900 (about $313)
• Oura Ring 4 high price: up to ₹39,900 (around $432)
• Oura monthly membership: ₹599 (about $6)
• Oura U.S. starting price: $349 (with a $5.99 monthly subscription)
• Ultrahuman Ring Air price: ₹28,499 (around $308)
• Ultrahuman Ring Pro price: ₹42,990 (around $465)

This launch comes at a challenging time for the wearable category in India. According to IDC, a market research firm, shipments in India’s smart ring market fell 30.6% in 2025 compared to the previous year. During the same period, average selling prices declined 8.7% to $159.7 as lower-cost brands expanded. Vikas Sharma, senior market analyst for wearable devices at IDC, noted that the segment’s growth has been constrained. “The segment’s growth has also been constrained by limited competition beyond a handful of players, as the category lacks a broader ecosystem to drive awareness and innovation,” Sharma said. He added that while the segment initially saw momentum as an emerging technology trend, that growth has not been sustained, noting that marketing efforts have been muted as most vendors prioritize larger markets. Currently, local players dominate the landscape; in the past year, Ultrahuman led the Indian market with a 30.4% share, followed by Gabit with 18.3%. Alongside the launch, Oura released sleep data collected between October 2024 and September 2025, which showed that its users in India averaged about six hours and 28 minutes of sleep per night.

The competition between the two companies is also playing out in court. The Finnish company sued Ultrahuman in the U.S., affecting the sales of the smaller company’s Ring Air in the country. Ultrahuman reported that it has redesigned the Ring Pro to work around Oura’s patents.

Why it matters

Oura’s entry into India marks a significant expansion for the premium smart ring maker into a price-sensitive market, testing whether its subscription-based health model can gain traction against established local competitors like Ultrahuman.