The year 2026 has marked a definitive shift for the global memory market, moving from an era of quiet commodity to one of high-stakes strategic necessity. As we step into the second half of the decade, the narrative is no longer just about capacity; it is about the intelligence bottleneck. The relentless surge of Generative AI, which dominated 2024 and 2025, has now reached a fever pitch, with AI data centres and the rise of "On-Device AI" in smartphones and PCs consuming the lion’s share of global NAND and DRAM supply.
For the average consumer and professional creator, the landscape has transformed. By early 2026, memory and storage prices will have seen unprecedented volatility, with some high-end components doubling in cost as manufacturers prioritise high-bandwidth memory (HBM) for AI servers. Yet, paradoxically, demand in regions like India and the Middle East remains resilient. In India, the content creation economy is at an all-time high, with 4K and 8K workflows becoming the standard, forcing a migration toward high-performance solutions like CFexpress and Gen5 SSDs.
On that note, Fissal Oubida, General Manager, India, Middle East, Africa & CIS, Lexar, unpacks the company’s roadmap in India for the year 2026, its plans to tackle memory market disruptions due to the rise in demand of AI hardware, and India’s role in Lexar’s growth story. Here are the excerpts.
With recent news suggesting major players like Micron are pivoting entirely to enterprise AI storage, a massive vacuum is opening in the consumer retail market. Is Lexar actively strategising to capture the loyal customer base that brands like Crucial are leaving behind? Do you see this as Lexar's moment to become the default #1 alternative globally?
Fissal: We see this phase as a natural transition in the industry rather than a disruption. While some manufacturers are reallocating capacity toward enterprise AI workloads, Lexar has always maintained a strong focus on photography and videography professionals, gamers, and content creators.
We are entering this phase from a position of strength, with an established portfolio, strong brand recall, and deep channel relationships. Our strategy is to consistently serve users who value performance, reliability, and availability. We believe that staying loyal to these segments creates long-term trust and market leadership.
As manufacturers abandon consumer production lines to chase AI server margins, are you finding it harder to secure high-quality NAND and DRAM for your consumer products? How is Lexar insulating its customers from the supply shocks hitting the rest of the industry?
Fissal: There is no denying that the industry is going through a period of supply realignment, with significant capacity being diverted toward AI-focused memory products. However, Lexar has built a strong manufacturing and supply ecosystem, which allows us to plan better and secure consistent access to high-quality components.
Our strength lies in disciplined demand forecasting and efficient inventory planning. These measures help insulate our customers and channel partners from sudden supply shocks, ensuring continuity even during challenging market cycles.
We are seeing a global shortage of DDR5 and SSD components because fabs are prioritising HBM for AI. For the average gamer or creator, does this mean we should expect significant price hikes in 2026? Can you commit to maintaining supply continuity for your retail partners during this crunch?
Fissal: While some market volatility is unavoidable, Lexar remains focused on maintaining a consistent supply and following a smart pricing strategy based on market conditions. Rather than reacting to short-term shortages, we prioritise reliability and long-term availability.
Lexar has partnered and appointed the country’s foremost IT and electronics distribution companies, with presence in more than 750 cities across India, supported by a robust on-ground sales force and well-entrenched channel partner networks, which allows us to maintain steady distribution and minimise the impact of global supply constraints.
How is Lexar preparing its product stack for the on-device AI boom? Are we going to see specific AI-Certified memory kits from Lexar?
Fissal: The rise of on-device AI is fundamentally increasing the need for faster storage, lower latency, and higher endurance. Lexar’s latest innovative portfolio comes with ‘massive capacities and blazing speeds’, strengthening its portfolio across high-performance SSDs, DRAM, and memory cards that support intensive workloads such as real-time processing, content creation, and edge computing.
Our focus is on delivering tangible performance improvements through optimised firmware, advanced NAND technology, and next-generation interfaces. This ensures our products are ready for AI-driven use cases across consumer and professional devices.
You have aggressively expanded in India, hiring local teams and penetrating tier-2 cities. With the Indian gaming and content creator economy exploding, do you see India potentially becoming Lexar’s largest market globally?
Fissal: India is one of Lexar’s most important growth markets, and our expansion reflects strong confidence in its long-term potential. The rapid rise of gaming, professional imaging, and content creation is driving sustained demand for high-performance memory solutions.
As of Q1 2025, Lexar holds the number one position in India’s professional camera memory card market, leading with a 69% share by value in CFexpress cards and a 36% share in SD cards, as noted in the CMR Consumer Storage Flash Devices Report. This leadership, combined with our growing retail and distribution footprint, positions India as a key pillar of Lexar’s global growth strategy.
Lexar has strengthened its India portfolio with a range of products meant for creators, gamers, imaging professionals, and users working with large data flows. What kind of trends are you seeing in the Indian market, and what is the end goal for a company like Lexar in a market like India?
Fissal: India is seeing sustained growth in high-performance storage needs, particularly from photographers, videographers, gamers, and users working with large data flows. Lexar’s success is driven by high-speed, durable products, continuous innovation, such as stainless steel SD cards, and a strong retail and distribution strategy. Our long-term objective is to be the memory market leader in India by strengthening distribution through leading national partners and expanding our presence across Tier 1 and Tier 2 cities.
What specific product demands are you seeing in India that differ from Europe or China?
Indian consumers place a strong emphasis on performance and value. There is high demand for fast, durable memory solutions that can support professional workloads while remaining accessible in terms of pricing. Compared to more mature markets, India’s creator and gaming ecosystems are expanding at a faster pace, which is driving demand for high-speed SSDs, advanced DRAM, and professional-grade memory cards. This aligns well with Lexar’s focus on performance-led products designed for real-world usage.
As global supply chains diversify, are there any plans for Lexar to localise assembly or manufacturing within India or the Middle East to bypass global logistics bottlenecks? We know you recently announced the appointment of Supertron Electronics as Lexar's official pan-India distributor. Any plans to manufacture in the country as well?
Fissal: Lexar continuously evaluates opportunities to strengthen supply chain resilience and regional efficiency. India’s evolving manufacturing ecosystem, supported by government initiatives, makes it an important market from a long-term strategic perspective.
While our current priority is to strengthen distribution and availability through partners such as Supertron Electronics, we remain open to evaluating localisation opportunities as the ecosystem matures and aligns with our operational goals.
If 2025 was the year of the AI-induced DRAM and Nand Flash shortage, will 2026 be the year other players have the opportunity to become the king of consumer retail by staying loyal to the users that other manufacturers are abandoning?
Fissal: Market disruptions often create opportunities for brands that stay committed to their users. Lexar’s strategy has always been centred on consistency, innovation, and customer trust. By maintaining supply continuity, investing in product innovation, and strengthening retail partnerships, we believe brands that prioritise users, rather than short-term margins, will emerge stronger. Lexar is well-positioned to continue gaining market share through this approach.
If we sit for an interview exactly a year later, what headline would you like to describe Lexar's position in the country?
Fissal: Lexar will continue to be recognised as India’s most trusted and performance-driven memory brand, distinguished by cutting-edge innovation and an expanding retail presence, ensuring greater accessibility for consumers.
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