AsianFin -- Google on Thursday kicked off direct online sales of its popular hardware products in India, including Pixel smartphones, smartwatches, and earbuds, marking a strategic expansion ahead of its first physical store launch in the country.

For the first time, Indian consumers can now purchase Google devices directly from the official Google Store website. Until now, the company’s products in India have only been available through authorized retailers and Walmart-backed e-commerce platform Flipkart.