Despite India's significant smartphone market growth and expanding local manufacturing, homegrown brands struggle to gain market share, with Lava being a notable exception. Analysts suggest past Indian brands like Micromax faltered due to a lack of genuine technological innovation and investment in R&D, focusing instead on superficial customization. While global brands like Vivo, Samsung, Oppo, and Apple dominate sales, Lava shows strong growth in the sub-₹10,000 and ₹15,000 segments, indicating potential for domestic players.