Finnish smart ring maker Oura is finally launching in India. It will compete with local rivals like Ultrahuman in a relatively young smart ring market that is becoming increasingly price-sensitive due to an influx of low-cost options.
Oura is selling its Ring 4 starting at ₹28,900, going up to ₹39,900, alongside a ₹599 monthly membership. In the United States, the ring starts at $349 with a $5.99 subscription. For comparison, Ultrahuman’s Ring Air is priced at ₹28,499, and its new Ring Pro sells for ₹42,990.
India’s smart ring market remains small. According to IDC, shipments fell 30.6% in 2025 compared to the year before, with average selling prices declining 8.7% to $159.7 as lower-cost brands expanded their presence.
The decline reflects the category’s relatively new status in India, where smart rings remain a niche product. Vikas Sharma, senior market analyst for wearable devices at IDC, noted there is limited awareness and relatively high prices despite the availability of lower-cost options. The segment saw initial momentum as an emerging tech trend, but that growth has not been sustained. Marketing efforts have also been muted as most vendors prioritize larger markets.
Sharma added that the segment’s growth has been constrained by limited competition beyond a handful of players, as the category lacks a broader ecosystem to drive awareness and innovation. Ultrahuman led the smart ring category in India last year with a 30.4% share, followed by Gabit, which held 18.3%.
Oura is positioning the Ring 4 as a premium health device, combining hardware with a subscription service that delivers personalized insights on sleep, activity, and recovery. This combination of positioning and services sets the company apart from many local players, who largely compete on price.
The rivalry between Oura and Ultrahuman extends beyond India. The Finnish company sued Ultrahuman in the United States, affecting the sales of the smaller company’s Ring Air there. The Bengaluru-based Ultrahuman said it has redesigned the new Ring Pro to work around Oura’s patents and has submitted it to U.S. Customs and Border Protection for clearance.
Alongside the launch, Oura released a report on sleep patterns among its users in India, based on data collected between October 2024 and September 2025. The analysis found 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 underline both the opportunity and the challenge in India. While awareness of health and wellness is rising, translating that into demand for premium, subscription-based devices in a price-sensitive market remains far from certain.
Whether that demand can scale will depend on more brands entering the market and diversifying pricing and positioning, according to Sharma.