OneAssist Capitalizes on Growing Demand for Smartphone Protection Plans in India
As Indians buy pricier phones on EMI, OneAssist bets big on protection plans
Image: The Economic Times
As the Indian smartphone market shifts towards premium devices purchased on installments, OneAssist is positioning itself as a key player in the device protection sector. With over 60% of high-end smartphones bought on credit, the need for protection plans has become essential to mitigate financial risks associated with repairs and replacements. OneAssist's innovative AI technology is streamlining the process, making protection plans a core part of the smartphone purchasing decision.
- 01Over 60% of high-end smartphones in India are purchased on credit, highlighting a shift in consumer behavior towards premium devices.
- 02Only 6-7% of smartphones are currently bought with protection plans, indicating a significant gap in consumer awareness and adoption.
- 03OneAssist's revenue grew from ₹0.7 crore in 2013 to ₹850 crore in 2025, showcasing its rapid expansion in the device protection market.
- 04AI technology, particularly OneAssist's HawkEye, has increased plan adoption by 10X, enabling accurate risk assessment for existing devices.
- 05The average repair cost can be about 50% of a smartphone's value, making protection plans crucial for consumers to avoid financial strain.
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The Indian smartphone market is witnessing a significant shift towards premium devices, with over 60% of high-end smartphones being purchased on credit. OneAssist, a company specializing in device protection, is capitalizing on this trend by offering protection plans that are becoming essential for consumers. Subrat Pani, co-founder of OneAssist, highlights that the financial stress of repair costs, which can reach 50% of a device's value, is driving the demand for these plans. Despite the growing importance of protection, only 6-7% of smartphones are currently bought with such coverage, indicating a substantial gap in consumer awareness. OneAssist's innovative AI technology, HawkEye, has significantly improved the adoption of protection plans, achieving a 10X increase in just six months. The company has seen impressive growth, with revenue soaring from ₹0.7 crore in 2013 to ₹850 crore in 2025, reflecting its successful integration into the smartphone purchasing ecosystem. As smartphones become indispensable tools for daily life, the need for reliable protection plans is more critical than ever.
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The rise in smartphone protection plans can alleviate financial stress for consumers, particularly as high repair costs become a burden.
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