Oura is entering the smart ring market in India with Ring 4

Finnish smart ring maker Oura has finally launched in India, taking on local rivals like Ultrahuman in a relatively young smart ring market that has become price sensitive thanks to the influx of low-cost options.

Oura sells its Episode 4 starting at INR 28,900 (about $313 USD), and going up to INR 39,900 (about $432 USD), along with a monthly membership of INR 599 (about $6 USD). In the US, episode pricing starts at $349 with a $5.99 subscription. By comparison, the Ultrahuman’s Ring Air is priced at US$28,499 (about $308), and the new Ring Pro sells for US$42,990 (about $465).

India’s smart ring market remains small, with shipments down 30.6% in 2025 from a year earlier, and average selling prices down 8.7% to $159.7, according to IDC, as low-cost brands expand their presence in the country.

This decline reflects the relatively new status of the category in India, where smart rings remain a niche product, with limited awareness and relatively high prices despite the availability of less expensive options, said Vikas Sharma, senior market analyst for wearables at IDC. He added that the sector saw initial momentum as an emerging technology trend, but that growth did not continue. Marketing efforts have also been muted as most sellers prioritize larger markets.

Sharma told TechCrunch that the sector’s growth has also 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 had 18.3%, according to IDC.

Oura is positioning the Ring 4 as a premium health device, combining hardware and a subscription service that delivers personalized insights about sleep, activity and recovery. This combination of locations and services sets the company apart from many local players, who compete largely on price.

The rivalry between Oura and Ultrahuman extends beyond India: The Finnish company has filed a lawsuit against Ultrahuman in the US, affecting sales of the smaller company’s Ring Air in the country. The Bengaluru-based company said it has redesigned the new Ring Pro to circumvent Oura’s patents, and has submitted it to US Customs and Border Protection to ensure it can be imported legally.

Along with 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 that users average about six hours and 28 minutes of sleep per night, which is below recommended levels, and spend less time in restorative sleep stages compared to global averages.

The results underscore the opportunity and challenge in India: while health and wellness awareness is on the rise, translating that into demand for premium subscription-based devices in a price-sensitive market is still far from certain.

The possibility of expanding this demand will depend on more brands entering the market and diversifying pricing and positioning, Sharma said.