Is Motorola ready to be seen as a luxury brand and not just a tech brand? What internal changes enabled this shift?
We’ve been on a very carefully planned journey to reach where we are today. It started about four to five years ago when a new leadership team came in and made a clear decision: we wanted Motorola to become the reference lifestyle tech brand in the industry.
To do that, we first had to fix some fundamentals within the company: our time to market, cost structure, competitiveness, pricing, and our global manufacturing strategy. Once those foundations were in place, we followed a steady growth trajectory.
Initially, we were known largely for mass-market devices. Over time, we gradually moved into more premium offerings with franchises like Razr and Edge. The Indian market, in particular, has become one of the most important global markets for our Edge franchise.
That journey gave us the confidence to take the next step launching a completely new franchise that represents the most premium expression of what Motorola can deliver. That’s what Motorola Signature stands for.
So, can Motorola be a luxury brand? Absolutely. When you look at our design philosophy, our partnership with Pantone, the world’s authority on colour, our collaboration with Bose, a global leader in audio, and everything we’ve done in camera performance, chipset, display, battery, and overall design, all the essential ingredients are there.
These devices are deeply personal. They need to deliver top-tier performance, but they also need to represent who you are. They have to be a status symbol subtle, refined, and lifestyle-driven. That’s where Motorola Signature positions itself.
What kind of lifestyle does a Motorola Signature user represent?
We’re targeting premium consumers who seek aspirational experiences without compromise. These are people accustomed to the very best, but they carry themselves with quiet confidence.
They don’t shout. They don’t feel the need to announce their presence. They express elegance, sophistication, and refinement. They know who they are and understand the privileges they’re entitled to and with Motorola Signature, we’re giving them access to that world.
The Signature Club is a key part of this philosophy. As a lifestyle brand, it’s not just about how the device looks or feels it’s also about the experiences it unlocks. Through the Signature Club, users get access to curated lifestyle experiences like fine dining, travel, leisure, sports, lounges, and more, all enabled through the smartphone.
With Moto Watch and other accessories launching, how do you see AI and ecosystem integration evolving in the next three to five years?
Honestly, it’s going to happen much sooner than three to five years.
For us, AI works best when it’s omnipresent. It shouldn’t feel like a destination, it should just be there. It should understand context and offer help, answers, or guidance exactly when you need it.
That’s what we’re building. AI is already available across our smartphones and is expanding across laptops, tablets, Moto Things, and future accessories. The products we launched last year with Moto AI are already delivering on this vision, and as we evolve our AI strategy, it will become seamlessly integrated across our entire connected ecosystem.
You’re positioning Motorola as the number one camera smartphone under ₹1 lakh, going head-on with Apple and Samsung. What gives you that confidence in the Indian market?
We’ve been building very steadily toward this moment. Our Edge, Razr, and even Moto G devices have already delivered excellent camera experiences in India.
We’ve invested specific development resources to fine-tune camera performance for Indian consumers, and over the last one and a half to two years, we’ve clearly seen the results both in user feedback and online camera scores.
With Motorola Signature, there are two key differentiators. First, it’s not just us saying it. DxOMark, the world’s authority on camera performance, has awarded us a Gold Label, placing us among the top smartphone cameras globally.
Second, from a real-world creative standpoint, we launched the very first Motorola Signature Film Festival. We gave the device to four emerging filmmakers who shot short films entirely on Motorola Signature. The films premiered last night and are already available online.
When you watch them and hear the filmmakers’ testimonials, it’s clear that the camera performance rivals professional equipment not just for photography, but for cinematic video as well.
We heard Imtiaz Ali was involved as well. What role did he play?
Yes, Imtiaz Ali partnered with us as a mentor for the Signature Film Festival. He brought his creative vision and guided the filmmakers throughout the process.
For us, this was about connecting with consumers in an authentic way. We don’t want to shout about how good we are. We want to meet people where they express their passions through storytelling, creativity, and emotion. The film festival allowed us to do exactly that, while showcasing the true capabilities of our camera system.
Is Motorola Signature a permanent move into the ultra-premium segment, or a limited experiment?
Motorola Signature is a new franchise that will live alongside Moto G, Edge, Razr, and Moto Things. By definition, this is not a test or a one-time launch.
It’s a long-term commitment. While I can’t talk about future devices, Signature is here to stay as one of our core franchises.
The camera is clearly the hero feature of Motorola Signature. Is this your biggest power move in the premium segment going forward?
More than a power move, it’s an acknowledgment of how important content creation has become today. Cameras are among the most personal creative tools people carry.
That’s why we’ll continue placing strong emphasis on both photography and video. Consumers want a great camera in every smartphone, and with Motorola Signature, they can express their personal style, create emotional connections, and share high-quality content whether it’s still images or video.
Camera innovation is now a core pillar of modern smartphone design, and it will remain a major focus for us moving forward.