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

On Wednesday, Google introduced the screen-less Fitbit Air fitness tracker in India, priced at ₹13,999 (approximately $146). This makes it a premium device in comparison to its $99 price tag in the United States. The Fitbit Air, unveiled in May, offers health and fitness tracking features such as continuous heart rate monitoring, heart rhythm monitoring with A-fib alerts, blood oxygen level tracking, resting heart rate, heart rate variability, sleep stages and duration.

Google's attempt to tap into the rising popularity of screen-less devices is evident in the design of the Fitbit Air. The device is marketed towards consumers who prefer distraction-free health gadgets like Whoop's fitness bands and Oura's rings, although it is still more affordable compared to these competitors. The health tracking sector now includes screen-less devices from Garmin, the Fitbit founders' new company, Luffu Link, and Indian startups Noise and Urban, who are striving to outdo their Western counterparts in terms of pricing.

According to a report by research firm IDC, screen-less trackers are gaining traction despite a decreasing number of wristband shipments. However, India currently represents only 5% of the screenless wearable market, according to Counterpoint Research. A price point like the Fitbit Air's may not generate significant interest in the Indian market, even with a well-known brand like Google or Fitbit backing it.

The Fitbit Air will be available for purchase on the Google Store and retail partners like Flipkart, Croma, Reliance Digital and Vijay Sales starting October 2. As a promotional offer, the new band comes with a free, three-month Google Health premium membership.