India’s mobile retail industry has sought an official clarification from Realme over the company’s long-term strategy in the country, with the All India Mobile Retailers Association (AIMRA) raising concerns over reported organisational restructuring, leadership changes and pricing decisions that it says are creating uncertainty across the offline sales channel, as per a Moneycontrol report.
In a letter dated July 6 to Realme founder and CEO Sky Li, AIMRA requested a detailed response on multiple issues, including reports that Realme’s India operations could be integrated more closely with Oppo, recent workforce reductions and what the association described as an increasingly uncompetitive pricing strategy for offline retailers.
The concerns follow the recent departure of former Realme India CEO Michael Guo, an exit that AIMRA said has intensified speculation about the brand’s direction despite earlier assurances that Realme would continue operating independently in India.
The association’s letter also comes after reports that Realme is undergoing a broader restructuring under Oppo’s parent organisation, with the smartphone brand expected to align more closely with OnePlus as part of a unified operating structure. According to those reports, the transition is likely to gather pace after the Diwali festive season, similar to an integration model already adopted in China.
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AIMRA said retailers are seeking clarity on whether Realme will continue functioning as an independent brand in India, whether Oppo executives will oversee its operations and whether the company intends to shift towards an online-focused business model.
The association also questioned reports of workforce reductions, claiming employees across multiple departments have been asked to resign during the restructuring process. It urged the company to explain the scale of the changes and their potential impact on business operations.
Another key issue highlighted by the retailers’ body relates to Realme’s pricing strategy. AIMRA argued that the company’s C-series smartphones had historically built a strong presence in the offline market by offering more affordable alternatives to competing devices from Oppo and Vivo. However, it claimed that recent price increases have narrowed that gap, making it more difficult for retailers to position Realme products against rival brands with stronger in-store visibility and promotional support.
The association cited recent C-series launches as examples of what it described as a departure from Realme’s traditional value-focused positioning, arguing that incremental product upgrades are now being accompanied by significantly higher prices.
Drawing comparisons with OnePlus, AIMRA said the smartphone industry had witnessed a similar sequence of events before changes to that brand’s offline distribution strategy. It noted that the combination of leadership exits, restructuring reports and changing retail priorities has fuelled concerns that Realme could be following a comparable path.
To address the uncertainty, AIMRA has requested a point-by-point written clarification from Sky Li, sought details of the company’s new India leadership and proposed a meeting between Realme’s senior management and representatives of the retail industry.
The association said an official response from the company’s global leadership would help restore confidence among distributors and retailers, many of whom are awaiting clarity on Realme’s future strategy in one of its largest smartphone markets.
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First Published on July 7, 2026, 09:37:21 IST