Fitbit
Fitbit is expanding in India, with the screenless Fitbit Air on sale since 2 October at ₹13,999 through Google Store, Flipkart, Croma, Reliance Digital and Vijay Sales (NDTV Profit, 30 Sept). Pricing sits ₹4,000 above Noise REP and ₹5,000 above Amazfit Helio Strap (Business Today, 3 Oct), and the $179 Fitbit Edge has no India launch announced (Financial Express, 13 Oct).
What it means Noise and Amazfit face a premium-priced Google rival in the Indian strap segment.
Latest moves
Our read of each move first, where we have one; what the report said is marked Reported.
Background
From 6 stories, the newest dated 10 Oct 2026. Summary written 11 Oct 2026. Newer developments are under Latest moves.
Fitbit is a wearable fitness brand sold by Google, and its Fitbit Air is a screenless fitness tracker with a Gemini AI-based Health Coach.[1] source: Business Today
Show 3 more paragraphs and 6 sources
The tracker offers health, sleep and activity monitoring through the Google Health app.[2] source: Business Today It supports iOS and Android and has optional subscription services.[3] source: Business Today
Google launched Fitbit Air in India at ₹13,999 in September 2026, with sales starting 2 October.[2] source: Business Today NDTV Profit reported it would be sold through Google's online store, Flipkart, Croma, Reliance Digital and Vijay Sales, with Rs 1,000 full-payment cashback, a 6-month no-cost EMI and a 12-month interest-free consumer loan.[4] source: NDTV Profit A three-month Google Health Premium trial is included.[5] source: Business Today Google Health Premium costs ₹99 monthly or ₹999 annually.[1] source: Business Today The device appeared on Flipkart at ₹13,999 in September 2026 before launch.[3] source: Business Today It offers up to 7 days of battery life and weighs 12 grams.[3] source: Business Today
Fitbit Air is priced above Noise REP at ₹9,999 and Amazfit Helio Strap at ₹8,999.[1] source: Business Today Digit compared it with Garmin CIRQA at Rs 25,990 and Whoop 5.0 at Rs 17,990 to Rs 23,990.[6] source: Digit
Sources
Questions about Fitbit
Who owns Fitbit?
Fitbit Air is a Google product. Google launched it in India at ₹13,999 and sells it through the Google Store and retail partners, with sales starting 2 October.[1] source: Business Today[2] source: Business Today
What is Fitbit's current strategy in India?
Fitbit Air appeared on Flipkart at ₹13,999 in September 2026.[3] source: Business Today Google launched it in India that month, with sales from 2 October.[2] source: Business Today Sales run through Google's online store, Flipkart, Croma, Reliance Digital and Vijay Sales, with Rs 1,000 cashback and EMI offers.[4] source: NDTV Profit
Who are Fitbit's main competitors?
In India, Fitbit Air at ₹13,999 is priced above Noise REP at ₹9,999 and Amazfit Helio Strap at ₹8,999.[1] source: Business Today Digit compared it with Garmin CIRQA at Rs 25,990 and Whoop 5.0 at Rs 17,990 to Rs 23,990.[6] source: Digit
Stories that mention Fitbit
2 stories
Fitbit is named in these stories but is not their subject.