The premium smartphone race in India has intensified as Vivo officially begins sales of its new flagship duo — the vivo X300 Ultra and vivo X300 FE. The devices, first introduced in India on May 6, are now available across Vivo’s official online store, Amazon, Flipkart, and major retail outlets nationwide.

At the center of Vivo’s latest launch strategy is a clear message: smartphone photography is no longer just about cameras embedded inside phones. With the X300 Ultra and X300 FE, Vivo is positioning mobile imaging as a modular ecosystem, complete with ZEISS-developed external telephoto lenses, imaging grips, and photography bundles designed to appeal to enthusiasts and professional creators alike.

A Major Milestone for Vivo’s Ultra Series

The vivo X300 Ultra marks an important milestone for the company because it is Vivo’s first Ultra-series smartphone to launch outside China. That alone makes the Indian debut significant for the brand’s global ambitions.

The X300 FE, meanwhile, arrives as a more accessible flagship alternative aimed at users who want premium performance and advanced photography features without crossing into ultra-premium pricing territory.

Both devices arrive with Android 16-based OriginOS 6 and long-term software support commitments, including five years of OS updates and seven years of security patches.

vivo X300 Ultra: A Camera-First Flagship

The vivo X300 Ultra is clearly designed around imaging performance.

Available in Eclipse Black and Victory Green, the device comes in a single 16GB RAM + 512GB storage configuration priced at INR 159,999.

Professional Camera Hardware

Vivo has equipped the X300 Ultra with a triple ZEISS-backed camera system that includes:

• A 50MP ultra-wide camera
• A 200MP “documentary” camera
• A 200MP telephoto camera with gimbal-like optical stabilization

The company is also heavily emphasizing cinematic video features, including:

• Multi-focal 4K 120fps 10-bit Log video
• Dolby Vision recording
• Advanced autofocus tracking
• ZEISS APO optics
• ZEISS T* coating technology

The phone is powered by Qualcomm’s Snapdragon 8 Elite Gen 5 chipset and paired with Vivo’s VS1+ imaging chip for photography processing.

Display, Battery, and Build

The X300 Ultra features:

• A 6.82-inch 2K ZEISS Master Color Display
• Peak brightness above 3500 nits
• IP68/IP69 water and dust resistance
• A 6,600mAh battery
• 100W wired charging
• 40W wireless charging

Vivo is also marketing the phone’s “split design inspired by pro cameras,” highlighting its photography-centric identity.

The ZEISS Photography Ecosystem

One of the most unusual aspects of the X300 Ultra launch is Vivo’s aggressive push into attachable photography accessories.

The complete X300 Ultra Photography Kit includes:

• vivo X300 Ultra smartphone
• 400mm Equivalent vivo ZEISS Telephoto Extender Gen 2 Ultra
• 200mm Equivalent vivo ZEISS Telephoto Extender Gen 2
• vivo Imaging Grip

The full bundle is priced at INR 209,999.

Users can also purchase the accessories separately:

• 400mm Extender Gen 2 Ultra: INR 27,999
• 200mm Extender Gen 2: INR 15,999
• Imaging Grip: INR 11,999

This approach reflects a growing trend in the smartphone industry where brands are attempting to bridge the gap between professional cameras and mobile devices.

vivo X300 FE: Compact Flagship With Premium Features

While the Ultra targets professional creators and enthusiasts, the vivo X300 FE appears designed for users seeking flagship-level performance in a more manageable package.

The X300 FE comes in:

• Noir Black
• Lilac Purple
• India-exclusive Urban Olive

The India-exclusive Urban Olive variant has become one of the standout marketing elements of the launch campaign.

Pricing and Variants

The device is available in two configurations:

• 12GB + 256GB: INR 79,999
• 12GB + 512GB: INR 89,999

The FE model supports the vivo ZEISS Telephoto Extender Gen 2, priced at INR 15,999, while an additional accessory kit costs INR 3,999.

Compact Yet Powerful

The X300 FE features:

• Snapdragon 8 Gen 5 processor
• 6.31-inch LTPO AMOLED display
• 120Hz refresh rate
• 6,500mAh battery
• 90W wired charging
• 40W wireless charging

Its camera system includes:

• 50MP main sensor with OIS
• 50MP telephoto lens
• 8MP ultra-wide camera
• 50MP selfie camera

Independent early reviews have described the device as a “compact, camera-first smartphone with excellent battery life and dependable all-around performance.”

Launch Offers and Financing Push

Vivo is also using aggressive launch incentives to make the premium pricing more approachable.

X300 Ultra Offers

Customers can receive:

• Up to 10% instant cashback on select bank cards
• 24 months No Cost EMI
• One-year extended warranty
• Assured buyback offers
• V-Shield protection discounts
• Jio cloud storage and Google Gemini Pro benefits

The X300 Ultra bundle can effectively drop to INR 195,997 after discounts.

X300 FE Offers

The X300 FE receives:

• 24-month zero-cost EMI plans
• INR 5,000 upgrade bonuses
• Cashback offers
• Jio data and cloud benefits
• Extended warranty coverage

These offers highlight how smartphone makers increasingly rely on financing and bundled services to sell ultra-premium devices in India.

A Reflection of India’s Premium Smartphone Shift

The launch also underscores how India’s smartphone market has evolved.

Only a few years ago, flagship devices above INR 100,000 represented a niche category. Today, brands like Vivo, Samsung, Apple, Xiaomi, and OnePlus are competing aggressively in the ultra-premium segment, especially among photography enthusiasts and content creators.

Still, not everyone is convinced by the pricing trajectory. One reader comment reacting to the launch summed up a broader sentiment among consumers:

“Flagships have become absurdly expensive in recent years.”

That criticism reflects a growing divide in the smartphone industry: manufacturers continue adding premium hardware and specialized features, while consumers increasingly question whether those improvements justify the rising costs.

Vivo’s Strategy Is About More Than Phones

The X300 Ultra and X300 FE launches reveal Vivo’s broader strategy.

Rather than competing only on raw specifications, the company is trying to create a photography-driven ecosystem centered around ZEISS partnerships, external optics, and creator-focused tools.

This mirrors trends seen elsewhere in the industry:

• Apple emphasizes cinematic video workflows
• Samsung pushes AI-enhanced imaging
• Xiaomi collaborates with Leica
• Vivo is leaning heavily into ZEISS and modular camera accessories

The result is a new kind of smartphone competition where photography ecosystems may become just as important as processors or displays.

Final Thoughts

With the X300 Ultra and X300 FE now officially on sale in India, Vivo has made one of its strongest premium smartphone pushes yet.

The X300 Ultra aims directly at photography enthusiasts willing to spend flagship-level money for advanced optics and modular camera tools. Meanwhile, the X300 FE targets users seeking a balance between flagship performance and relative affordability.

Whether consumers embrace Vivo’s vision of smartphone photography accessories and ultra-premium mobile imaging remains to be seen. But one thing is clear: the battle for India’s premium smartphone market is entering a new phase, and camera innovation is once again at the center of it.