Ai+, a new Indian smartphone brand under NxtQuantum Shift Technologies, is officially launching its first wave of devices on July 8, exclusively via Flipkart.
Helmed by Madhav Sheth, Realme India’s former CEO, the company is stirring debate not only with its ambitious pricing but also with its marketing claims of privacy, sustainability, and Indian innovation.
The launch lineup includes two phones: the Ai+ Nova 5G and the Ai+ Pulse 4G. Both devices will feature a 50MP camera, expandable storage, and a 5,000mAh battery. The Nova 5G is expected to be powered by the Unisoc T8200 (6nm) chip, while the Pulse 4G will use the Unisoc T7250 (12nm).
Starting at just INR 5,000 (~$59), the phones are being positioned as ultra-budget options designed and assembled in India. However, the use of Chinese-manufactured Unisoc chips has sparked skepticism among tech enthusiasts, especially given the brand’s vocal emphasis on “privacy” and “Made in India” messaging. The name Ai+ itself is triggering reactions-some see it as trendy, others as a gimmick.
Ai+ smartphones will run NxtQuantum OS, said to be a custom-made operating system developed by Indian engineers, optimized for local users. The brand claims it meets Indian policy requirements, stores all user data within India on MeitY-approved servers via Google Cloud, and is open to audits-pushing the privacy narrative even further.
Beyond smartphones, Ai+ is also expected to debut a smartwatch dubbed the Wearbuds Watch 3, which intriguingly includes built-in TWS earbuds. Packaging leaks suggest a budget-friendly companion product aligned with the brand’s ecosystem push.
While the specs align with the low price, questions remain about the brand’s authenticity, longevity, and whether its eco-claims-like the use of recycled materials-are more than surface-level marketing. Critics say it resembles other short-lived Flipkart-exclusive brands and question whether consumers will see real value beyond the buzzwords.
With a blend of patriotic pride, aggressive pricing, and recycled ambitions, Ai+ is walking a tightrope between opportunity and overhype. Time will tell if it’s a breakthrough or another flash in the pan.