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

Google on Wednesday launched the screen-less Fitbit Air fitness tracker in India, but is pricing at ₹13,999 (roughly $146), ostensibly positioning it as a premium device. Comparatively, the device costs $99 in the U.S.

Unveiled in May, the Fitbit Air features health and fitness tracking, like 24/7 heart rate monitoring, heart rhythm monitoring with A-fib (atrial fibrillation) alerts, blood oxygen level, resting heart rate, heart rate variability, sleep stages, and duration.

The device’s screen-less form is a bid to tap into the growing popularity of screen-less devices as people shy away from screens, opting for distraction-free health gadgets like Whoop’s fitness bands and Oura’s rings — though the new Fitbit is more pocket-friendly.

The health tracking space now has screen-less devices from Garmin, Fitbit founders’ new company, Luffu Link, as well as from Indian startups like Noise and Urban, which have been trying to undercut their Western rivals on price.

Research firm IDC noted in its global wearables report that despite a declining number of wristband shipments, screen-less trackers are carving out a niche. India currently accounts for only 5% of the screenless wearable market, per Counterpoint Research, and a wearable priced like a premium device might not make a dent in overall numbers, despite having a big name like Fitbit or Google behind it.

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