Lava MD Sunil Raina: AI to Drive 2026 Strategy as Indian Brand Grows Against Global Giants
Lava International, India’s homegrown smartphone maker, is planning a major AI push in its 2026 devices while continuing to gain market share against Chinese and Korean competitors. Managing Director Sunil Raina revealed the company’s AI roadmap in an exclusive interview, highlighting Lava’s remarkable 88% festive season growth and expanding international presence.
Key Takeaways
- Lava recorded 88% growth during festive season 2025 vs. previous year
- AI integration to become major focus starting 2026
- Company holds 25-30% market share in Nepal, 10% in Bangladesh
- Agni 4 mid-segment smartphone launching November 20, 2025
Sustained Growth Against Global Competition
Lava has been steadily gaining ground in the highly competitive Indian smartphone market. The company was the fastest growing brand in the sub-₹10,000 segment and second fastest in sub-₹15,000 category during Q3 2025. “Despite the difference in scale, we are able to slowly and gradually extract share from global giants,” Raina stated.
Customer Experience as Differentiator
The Indian smartphone maker focuses on four key areas to stand out: aesthetics, build quality, stock Android experience with regular updates, and customer service. Lava was among the first to offer at-home services, including device replacements for Agni series and pick-up services for other models.
“It is all about giving a great experience to the customer – inside and outside the box,” said Mr. Raina.
Market Strategy and Expansion
Lava maintains a 75% offline and 25% online sales mix, reaching approximately 100,000 retailers across India. The company is heavily focused on 5G devices, having introduced the country’s most affordable 5G smartphone under ₹8,000.
International expansion shows promising results, with Lava capturing 25-30% market share in Nepal and about 10% in Bangladesh. “Once you crack India well, it’ll be easier to do the rest of the world,” Raina noted.
Upcoming Launches and Market Outlook
The company will launch its Agni 4 mid-segment smartphone on November 20, 2025. While acknowledging that smartphone replacement cycles have lengthened due to device stability, Raina expects continued growth despite recent price increases driven by storage costs.
In accessories, True Wireless Stereo (TWS) devices are identified as the primary growth driver, alongside chargers and cables.
The AI Future
Looking ahead to 2026, Raina confirmed that artificial intelligence will become a central focus for Lava’s device strategy. “AI is going to be a big focus that we will have in our devices. That is the starting point for building devices with meaningful AI applications,” he concluded.
