The above graph represents the India smartphone market share by top vendors, starting from Q1 2014 to the most recently completed quarter. The list of top five smartphone brands in India in Q3 2019 includes Xiaomi, Samsung, Vivo, Realme, and Oppo. The country witnessed a considerable 9.3% YoY growth in its smartphone shipments, totaling 46.6 million units in the third quarter.
With a 26% share, Xiaomi continues to dominate the India smartphone market in Q3 2019. The growth was primarily driven by Xiaomi’s best-performing smartphones – Redmi 7A, Redmi Note 7 Pro and Redmi Note 7S. One must note that Q3 2018 is the 8th consecutive quarter Xiaomi maintained its pole position in terms of shipments and market share.
The Growth of Top Five Smartphone Vendors in India
|Duration||CY Q1 2014 – Q3 2019|
The exploded growth in the number of smartphone users in India, the second-most populous country in the world, is no surprise. For the last few quarters, the smartphone shipment share of Chinese smartphone manufacturers in India has been increasing constantly. The growth has come at the cost of homegrown and Korean smartphone players, mainly Micromax and Samsung. Four out of the top five smartphone vendors in India belongs to China now. However, among all the top Chinese smartphone vendors, the spectacular performance of Xiaomi has been commendable. From just 4% quarterly shipment share in Q1 2016, Xiaomi accounted for 28% of India smartphone market share in Q2 2019.
The share of Xiaomi in India’s smartphone market in Q2 2019 declined 1% point when compared to the previous quarter.
In the last three years, it has been a roller coaster ride for Samsung in India’s smartphone market. The South Korean smartphone giant, however, has managed to hold its ground, albeit failed to leverage on the smartphone revolution in India. Between Q1 2016 and Q1 2019, Samsung’s market share in India has decreased from 28% to just 23%. However, the share increased to 25% in Q2 2019, but in Q3 2019, the share of Samsung in India smartphone market declined to 20%. The Korean giant recorded a nearly 4% YoY decline in its smartphone shipments, but it showed a 3% QoQ growth. The quarterly growth is driven by its budget segment device Galaxy A2 Core, A series and M series (A30s, M30s, A10s, A50s, and M10s).
The growth is primarily driven by Samsung’s refreshed A series and M series, price cuts of older J series and higher channel incentives during IPL season.
Vivo and Oppo, the other two hyperactive Chinese smartphone brands are leaving no stone unturned to capture the lion’s share of the India smartphone market. In Q1 2019, Vivo has surprised everyone with its spectacular performance in the India smartphone market as the shipments grew 119% YoY. The smartphone shipment share of Vivo doubled from just 6% to 12% within a year, beating its closest rival Oppo with a distant margin.
Interestingly, in Q3 2019, Vivo share in India smartphone market reached its highest-ever 17%, mostly driven by its mid-segment series (Vivo S1 and Y17) and its increased focus towards the online segment with its recently launched devices U10, Z1X and Z1 Pro.
Realme which entered the list of India’s top five smartphone brands in Q4 2018 still stands at 4th spot with a 16% share. It is important to note that in Q3 2019, Realme recorded a whopping 433% year-over-year growth in its shipment share, increased from just 3% to 16% in just one year.
In May 2018, Realme was born as Oppo’s online-only sub-brand in India. However, after 3-4 months, it got separated from its parent company to continue operations as an independent brand. According to Counterpoint Research, Realme has now more than 4 million users, faster than any other brand.
OPPO market share in India in Q3 2019 remained 8% when compared to the previous quarter and the last year. While its shipments grew 12% YoY, due to new launches, consistent performance of its F11 series and also increase in shipments of budget devices such as A5s.
The growth of all the top smartphone vendors in India majorly came at the cost of Micromax, Lenovo and many other players. In Q3 2018 to be precise, Micromax accounted for a significant 9% share in India’s smartphone market. However, in Q4 2018, it failed to make a place in the top 5 smartphone vendors in India.
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