Oura is finally launching in India, marking the Finnish smart ring maker’s entry into a young but challenging market. The company faces local rivals like Ultrahuman in a space that’s becoming increasingly price-sensitive as cheaper options flood in.
The Ring 4 starts at ₹28,900 (about $313) and goes up to ₹39,900 (around $432), with a ₹599 (about $6) monthly membership. Compare that to Ultrahuman’s Ring Air at ₹28,499 (around $308) and its new Ring Pro at ₹42,990 (about $465). In the U.S., Oura’s ring starts at $349 with a $5.99 subscription.
How does it work?
Oura positions the Ring 4 as a premium health device that combines hardware with a subscription service. The ring tracks sleep, activity, and recovery data, then delivers personalized insights through the app.
This approach differs from many local players who compete mainly on price. Oura’s model requires users to pay both for the device and ongoing membership to access detailed health analytics.
Why does it matter?
India’s smart ring market tells a story of early promise meeting harsh reality. The numbers paint a clear picture:
- Smart ring shipments fell 30.6% in 2025 compared to the previous year
- Average selling prices dropped 8.7% to $159.7
- The category remains niche with limited awareness
“The decline reflects the category’s relatively new status in India, where smart rings remain a niche product,” says Vikas Sharma, senior market analyst for wearable devices at IDC. Marketing efforts have been quiet as most vendors focus on larger markets.
The segment also lacks a broader ecosystem to drive awareness and innovation, with limited competition beyond a handful of players.
The context
Ultrahuman led India’s smart ring category last year with a 30.4% share, followed by Gabit at 18.3%, according to IDC data. But the rivalry between Oura and Ultrahuman extends far beyond India’s borders.
Oura sued Ultrahuman in the U.S., affecting sales of the Indian company’s Ring Air. The Bengaluru-based company says it redesigned the new Ring Pro to work around Oura’s patents and submitted it to U.S. Customs and Border Protection for import approval.
Oura also released data on sleep patterns among its Indian users from October 2024 to September 2025. Users averaged about six hours and 28 minutes of sleep per night – below recommended levels – and spent less time in restorative sleep stages than global averages.
These findings highlight both opportunity and challenge in India. While health and wellness awareness is rising, turning that into demand for premium subscription-based devices in a price-sensitive market remains uncertain. Success will likely depend on more brands entering the market and offering diverse pricing options, Sharma notes.