Google today, Thursday, began selling its Pixel smartphones, watches, and earbuds directly to consumers in India through its official Google Store website. This marks a shift from its previous reliance on authorized retailers and e-commerce platform Flipkart.

The move comes as Google reportedly plans to open its first physical retail stores in the country, mirroring a strategy successfully used by rival Apple. Apple already operates direct online sales and two retail stores in India.

Google has also recently started manufacturing its Pixel smartphones locally. While Pixel phones hold a smaller share of India’s premium smartphone market compared to Apple, this new direct sales channel aims to boost its presence in the nation’s rapidly expanding market of over 700 million smartphone users.

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