New Delhi, April 30 -- Durability and reliability are no longer afterthoughts in India's entry‑level device market. A new study by CyberMedia Research (CMR) shows that these attributes are now central to purchase decisions, reshaping how consumers view brands in the sub‑INR 10,000 segment.

itel has emerged as the top performer, with 81% of its users associating the brand with strength and durability, while 74% consider it reliable. The company recorded one of the highest durability scores across categories, driven by strong service reliability and robust device protection.

According to the CMR Durability Index, itel scored 0.86 in smartphones and 0.65 in feature phones, placing it ahead of rivals in overall durability percep...