Garmin expands retail network as premium wearable demand grows

India's wearable market has evolved rapidly over the past few years. While affordable smartwatches helped introduce millions of consumers to connected devices, the next phase of growth is being shaped by users looking for greater accuracy, longer battery life and features that genuinely support fitness and performance.

Speaking to DQ Channels, Deepak Raina, Director, AMIT GPS & Navigation LLP, Garmin's official distributor for India, said the premium wearable segment is benefiting from changing customer expectations as users move beyond entry-level devices.

"People now understand they need a better watch with reliable performance, longer battery life and accurate data to support their fitness journey."

According to Raina, Garmin has built a strong user community through running and cycling clubs across the country, helping customers understand product capabilities while strengthening long-term brand engagement.

The company has also expanded its retail presence to around 2,000 stores across India while strengthening its online business through Amazon and, more recently, Flipkart, making premium wearables more accessible to consumers.

Fitness continues to be Garmin's fastest-growing business in India, supported by products for runners, cyclists and outdoor enthusiasts alongside complementary devices within its broader fitness ecosystem. Beyond wearables, the company also serves marine and handheld GPS markets, while aviation is managed through a separate channel.

Looking ahead, Raina believes data will become even more central to connected fitness. He highlighted Garmin Connect as a key platform and said recent technology acquisitions are expected to strengthen Garmin's data capabilities over time. He also confirmed that the company plans to introduce the Garmin Cirqa screen-less fitness band, a screen-free wearable already available in select international markets, to the Indian market as part of its future product strategy.

Channel partners remain central to this expansion strategy. Rather than relying on incentive-led programmes, Garmin is supporting sales through product promotions on earlier-generation devices and consumer-friendly financing options, while continuing to invest in expanding its dealer network and exclusive brand stores.

For Raina, the company's biggest differentiator remains unchanged.

"Data accuracy is our biggest USP. Along with that, battery life continues to set our products apart."

He also believes the wearable industry should move beyond shipment-based rankings and place greater emphasis on customer satisfaction, product reliability, battery performance and data accuracy when evaluating brands. As India's premium wearable segment matures, those factors are likely to play an increasingly important role in shaping consumer buying decisions.

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