smartphone market share in india - Counterpoint

• Q1 2023 (January-March) was the third consecutive quarter to see a decline in India’s smartphone shipments.

• 5G smartphones’ contribution to total smartphone shipments reached a record of 43%.

• With a 20% share, Samsung led the Indian smartphone market for the second consecutive quarter. It was also the top 5G brand.

• vivo captured the second spot and became the leading brand in the affordable premium segment (INR 30,000-INR 45,000, ~$370-$550)

• Apple continued to lead the premium and ultra-premium segments, with strong growth in offline channels.

• OnePlus was the fastest growing brand, followed by Apple. 5G smartphones in India captured a 32% share in 2022. Samsung became the top-selling 5G brand in 2022 with a 21% share.

Click here to read about India smartphone market in Q1 2023.

• India’s smartphone shipments declined 1% YoY to reach over 38 million units in Q1 2022
• Xiaomi led the market in Q1 2022 (January-March) with a 23% shipment share. The brand reached its highest ever retail ASP, registering 24% YoY growth
• Samsung captured the second spot and was the top 5G smartphone brand in Q1 2022. The brand also led the affordable premium (INR 30,000- INR 45,000) segment.
• Among the top five brands, realme was the fastest growing and captured the third spot.
• OnePlus’ Nord CE 2 5G was the top 5G smartphone model in Q1 2022
• Apple led the premium smartphone market (>INR 30,000) followed by Samsung.

Click here to read about India smartphone market in Q1 2022.

• India’s smartphone market revenue crossed $38 billion in 2021 with 27% YoY growth.
• Xiaomi led the market with a 24% shipment share. The brand also reached its highest ever share in the premium segment (>INR 30,000, ~$400) with 258% YoY growth.
• Samsung registered its highest ever retail ASP in 2021. The brand led the INR 20,000-INR 45,000 (~$267-$600) price segment with a 28% share.
• OnePlus registered its highest ever shipments in India in 2021 and led the affordable premium segment (INR 30,000-INR 45,000, ~$400-$600).
• 5G shipments registered 555% YoY growth in 2021. vivo led the 5G smartphone shipments in 2021 with a 19% share.
• Among the top five brands in 2021, realme was the fastest growing brand. It captured the second position in Q4 2021 for the first time.

• Xiaomi led the market in Q3 2021 with a 22% shipment share. Three out of the top five models during the quarter were from Xiaomi
• Samsung led the mid-to upper-tier price segment (INR 10,000 – INR 30,000) with a 22% market share.
• OnePlus registered its highest ever shipments in India. Nord series cumulative shipments crossed 3 million units.
• 5G smartphone shipments crossed the 10-million mark for the first time, vivo leads.
• realme led the 5G segment in the sub-INR 20,000 price tier with the highest ever shipments.
• Apple led the premium segment (>INR 30,000) with 45% share.

• India’s smartphone market registered its highest ever shipments in H1 2021.
• Xiaomi led the market in Q2 2021 with a 28% shipment share. The brand registered its highest-ever ASP (average selling price) in a single quarter due to the strong performance of the Mi 11 series.
• Samsung captured the second spot with an 18% share while vivo captured the third spot with a 15% share.
• realme became the fastest brand to reach 50 million cumulative smartphone shipments in India.
• OnePlus led the premium market (>INR 30,000) with a 34% share.

• India’s smartphone shipments grew 23% YoY to reach over 38 million units in Q1 2021. These were the highest ever first-quarter shipments.
• New product launches, promotions and financial schemes, as well as pent-up demand coming from 2020, drove the smartphone market in Q1 2021.
• Xiaomi led the market in Q1 2021 with a 26% shipment share. Five out of the top 10 smartphone models in the country were from Xiaomi.
• Among the top five brands, Samsung grew the highest at 52% YoY.
• OnePlus led the 5G smartphone shipments with a 33% share.
• realme had the cheapest 5G offering in Q1 2021.

• The Indian smartphone market registered a modest 4% decline in the pandemic-hit year.
• The market crossed 100 million units in the second half of 2020 for the first time ever.
• Xiaomi led the market with a 26% shipment share in 2020, followed by Samsung at 21%.
• Among the top five brands, realme grew the highest at 22% YoY in 2020.
• Apple witnessed its best ever quarter in Q4 2020, selling more than 1.5 million units.

• The smartphone shipments registered 9% YoY growth to over 53 million units. This is the highest-ever shipment in a quarter for India
• Samsung led the Indian smartphone market with 24% shipment share
• Vivo and realme both grew at 4% YoY.
• Transsion Group brands (Itel, Infinix and Tecno) regained theirmarket sharein Q3 2020, registering 73% YoY growth.

• Pent-Up Smartphone Demand after April, May Lockdown Pushes the June 2020 Volumes to Pre-COVID Levels & the Smartphone User Base in India Beyond the Half a Billion Mark.
• The smartphone market declined 51% YoY in Q2 2020 as April was a washout.
• Xiaomi led the Indian Smartphone Market with a 29% shipment share.
• Samsung recovered the fastest, capturing the second spot in the smartphone market with 26%. reaching its highest share in the past two years.
• Online channel share reached the highest ever, contributing almost 45% of sales.
• During the quarter the unique smartphone userbase surpassed 500 million.

• Xiaomi leads the India smartphone market with a 6% YoY growth in Q1 2020 to reach its highest ever market share since Q1 2018.
• Vivo grew 40% YoY in Q1 2020 driven by strong performance Y series models.
• Samsung’s shipments were driven by its upgraded A and M series (A51, A20s, A30s, and M30s). Samsung managed to hold 3rd position in Q1 2020 due to launches across several price tiers, especially in the affordable premium segment (S10 Lite, Note 10 Lite).
• realme grew 119% YoY in Q1 2020 driven by the newly launched 5i and C3.
• OPPO shipments grew 83% in Q1 2020, due to demand for its budget segment devices, A5 2020 and A5s, as well as a good performance for the recently launched A31 and A9 2020 in the offline segment.
• Transsion Group brands (Itel, Infinix, and Tecno) reached its highest ever market share in Q1 2020 registering 78% YoY growth.
• OnePlus’ growing presence in the ultra-premium segment (>INR 45000, $600) will help it to expand within the same segment with its new 8 Pro series.
• Apple grew a strong 78% YoY driven by strong shipments of iPhone 11 and multiple discounts on platforms like Flipkart and Amazon. In the ultra-premium segment (>INR 45000,~$600 ) it was the leading brand with a market share of 55%.
• Poco debuted as an Independent brand, got off to a good start by capturing a 2% market share during its first entire month of operations in March 2020. It was also among the top five brands in the INR 15-20K (~$200-$260) price segment.
• A GST hike was announced during the quarter which we expect will have an impact on OEMs margins and new launches. A strong dollar and the GST hike will be detrimental to the mobile industry. Due to the hike, most of the OEMs have already increased smartphone prices.

• The India smartphone market grew 7% YoY in both Q4 2019 and in 2019 due to the expansion of Chinese brands with their aggressive pricing and promotional strategy.
• Xiaomi grew 7% YoY in Q4 2019 and 5% YoY in 2019 driven by expansion in offline channels and the strong performance of its Redmi Note series.
• Vivo grew 76% YoY in 2019 and 132% YoY in Q4 2019 driven good performance of its budget segment series.
• Samsung shipments remained almost flat YoY in 4Q19, while it has shown a 5% YoY decline in 2019 as a whole. Samsung shipments were driven by its upgraded A and M series (A50s, A30s, M30s and A20s).
• OPPO shipments almost doubled YoY in Q4 2019, due to demand for its budget segment device A5s and the good performance of its recently launched devices A9 2020 and A5 2020 in the offline segment.
• realme grew 255% in India in 2019. The growth of realme was driven by an aggressive go-to-market strategy that involved launching several industry-first features with a strong design language. This is resonating well among young consumers seeking value-for-money devices. 
• Transsion Group (Itel, Infinix, and Tecno) reached its highest ever market share in Q4 2019. Transsion remained strong in tier 3, tier 4 cities and rural India. Itel was the number one smartphone brand in the entry-level sub-INR 4,000 (US$ 60) price segment, while Tecno and Infinix showcased YoY growth in INR 6000-INR 10000 (US$ 86-US$ 142) segment by bringing aggressive features at lower price-points like 6.6-inch displays, 20:9 aspect ratio, 5000 mAH battery, etc.
• Apple was one of the fastest-growing brands in Q4 2019 driven by multiple price cuts on its XR device, thanks to local manufacturing in India.

• Xiaomi recorded in highest ever shipments with a 26% share. Its shipments grew 7% YoY driven by good performance of its models in the online segment.
• Samsung shipments declined by 4% YoY,however, it has shown 3% growth QoQ driven by its budget segment device Galaxy A2 Core and its upgraded A series and M series (A30s, M30s, A10s, A50s and M10s).
• Vivo reached its highest ever share in the India smartphone market driven by good performance of its mid-segment series (vivo S1 and Y17) and increased focus towards the online segment with its recently launched devices U10, Z1X and Z1 Pro.
• Realme also recorded its highest ever shipments and is the fastest growing brand registering a 6X growth as compared to last year when it entered the Indian market.
• OPPO grew 12% YoY, due to demand for its budget segment device A5s and steady performance of its F11 series.

• Xiaomi captured the top spot in Q2 2019 with a 28% share. Its shipments grew 6% YoY driven by portfolio expansion and aggressive offline expansion in the budget segment.
• Samsung shipments declined by 7% YoY, however, it has shown 30% growth QoQ driven by refreshed A series and M series, price cuts of older J series and higher channel incentives during IPL season.
• OPPO declined 3% YoY, however it has shown 53% QoQ growth due to new launches, consistent performance of its F11 series and increased shipments towards the budget segment (A5s and A1K).
• This is the third consecutive quarter that Realme has been within the top 5 brands driven by strong performance of Realme C2 and Realme 3 Pro and various discount offers rolled out on online platforms.
• Huawei’s trade ban also impacted India market as its shipments declined YoY, However, the brand continues to be in the top ten smartphone brands category.

• The market share of Chinese brands in the Indian smartphone market reached a record 66% during Q1 2019.
• Xiaomi remained the smartphone market leader in Q1 2019 with a 29% share, though its shipments declined by 2% YoY.
• Samsung’s recorded a strong sell-in of premium Galaxy S10 series which drove overall ASP for Samsung.
• Volumes for the Chinese brands grew 20% year-on-year (YoY) mainly due to the growth of Vivo, Realme, and OPPO.

• India’s overall mobile phone shipments grew 11% and smartphone shipments grew 10% with feature phones growing faster (11%) than smartphones during 2018
• In terms of revenue, the market grew even faster with a growth rate of 19% during the year with Samsung, Xiaomi, vivo, OPPO and Apple being the market leaders by revenue.
• Jio was the overall market leader across all handset types in 2018, with a market share of 21%.
• Samsung has been holding the pole position by shipments in the smartphone market since 2012 when it dethroned Nokia. It was also the category leader in feature phones since 2015.

• Smartphone segment contributed to half of the total handset market during Q3 2018.
• Top five brands captured 77% share of the total smartphone market during the quarter.
• In the smartphone segment, Xiaomi recorded its highest ever shipments in India in a single quarter driven by the new Redmi 6 series and expansion in offline channels.
• Samsung record shipments were driven by J series. Demand for J6 and J8 remained strong. Apart from this it also launched the Android Go edition, Galaxy J2 core, giving it a much-needed offering in the sub $100 segment.

• Smartphone segment contributed to half of the total handset market during Q2 2018.
• Top five brands captured a record 82% share of the total smartphone market during the quarter
• Apple had a slow quarter as it underwent changes in its distribution strategy. Apart from this, its domestic assembling is yet to pick-up pace, which means the Cupertino giant is still relying on imports for its sales in India.
• Xiaomi recorded its highest ever shipments in India during Q2 2018. The growth can be attributed to its strong product and supply chain strategy that has allowed it to launch products with a longer shelf-life than its competitors and that too in the important sub INR 10000 (<US$150) segment.

• The Indian mobile phone market grew by 48% YoY in Q1 2018 driven by strong demand from the featurephone segment. The smartphone market remained flat YoY.
• The performance of Chinese brands remained strong, accounting for 57% of the total smartphone market in Q1 2018, up from 53% during Q1 2017. This is the highest ever contribution by Chinese players in the Indian smartphone market.
• Huawei’s Honor brand captured the fifth position for the first time ever, in the Indian smartphone market due to the strong performance of Honor 9 Lite and Honor 7X across online channels.