Finnish smart ring maker Oura has officially entered the Indian market, competing against local rivals such as Ultrahuman. Oura’s Ring 4 is priced between $313 and $432), with a $6 monthly membership. In the U.S., the device starts at $349 with a $5.99 subscription. Ultrahuman’s Ring Air costs $308, while its new Ring Pro is $465. Competition is currently thin, with Ultrahuman leading at 30.4% market share and Gabit at 18.3%.
Oura is positioning its Ring 4 as a premium health device, combining hardware with subscription-based insights on sleep, activity, and recovery. This strategy differentiates it from local players who mostly compete on price. The rivalry between Oura and Ultrahuman extends beyond India: Oura sued Ultrahuman in the U.S., affecting sales of its Ring Air. Ultrahuman redesigned its Ring Pro to avoid patent issues and submitted it for U.S. import clearance.
Alongside the launch, Oura released a report showing Indian users average just six hours and 28 minutes of sleep per night — below recommended levels and global averages.
While health awareness is rising, whether premium subscription-based devices can scale in India’s price-sensitive market remains to be determined.
