Google launches Fitbit Air in India, though its high price might deter the masses

Unveiled in May, the Fitbit Air features health and fitness tracking including 24/7 heart rate monitoring, heart rhythm monitoring with A-fib (atrial fibrillation) alerts, blood oxygen level, resting heart rate, heart rate variability, and sleep stages and duration. Its screen-less form is a bid to tap into growing demand for distraction-free health gadgets, following devices like Whoop’s fitness bands and Oura’s rings, though the new Fitbit is positioned as more pocket-friendly than those alternatives.

The health-tracking space already has screen-less devices from Garmin; from Luffu Link, the new company founded by Fitbit’s original founders; and from Indian startups like Noise and Urban, which have been trying to undercut Western rivals on price. Research firm IDC noted in its global wearables report that despite a declining number of wristband shipments overall, screen-less trackers are carving out a niche. India currently accounts for only 5% of the screen-less wearable market, according to Counterpoint Research, and a device priced like a premium product might not make a significant dent in overall numbers, even with a name like Fitbit or Google behind it.

The Fitbit Air is available for purchase on the Google Store and through retail partners including Flipkart, Croma, Reliance Digital, and Vijay Sales, starting October 2. Google is also offering a free three-month Google Health premium membership with the new band.

Why it matters

The India launch tests whether a premium-priced screen-less wearable can gain traction in a market where local rivals are competing primarily on price, a dynamic that will shape how Google positions future Fitbit hardware across price-sensitive markets.