New Delhi, April 30 -- Personal expression is becoming a primary driver in the Indian smartphone market, as 64 per cent of consumers prefer colourful devices, and users expressed a willingness to pay an additional 5 per cent for preferred colour and material choices.

This preference is especially strong among women, Gen Z, and Tier-II consumers, highlighting the growing role of style and finish alongside core specifications, according to the Smartphone Insights Report 2026, released by Flipkart in collaboration with Counterpoint Research.

The report, unveiled at an industry event attended by over 400 creators, brands and industry partners, indicated a fundamental shift where consumers moved toward more intentional, experience-driven dec...