Overview:
Overall Indian handset brands’ shipments grew 11% YoY in 2021 which was higher than overall India handset market growth (7%). After outbreak of COVID-19, Indian brands got some push both from government and consumer. The government announced PLI schemes to boost local manufacturing and incentivize Indian brands. As a result, we saw a revival of brands including Micromax, Karbonn and LAVA in the smartphone segment.
LAVA emerged as top Indian brand in 2020 and 2021 with 46% and 42% share respectively among Indian brands’ shipments. Since then, LAVA has been trying to expand its manufacturing to leverage the PLI scheme. LAVA uses both OEM and EMS strategies. It produces handsets for Nokia and Motorola and has entered the LATAM market with the acquisition of B-Mobile.
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Author
Shilpi Jain
Shilpi is a Senior Analyst with Counterpoint Research, based out of Gurgaon. She has more than 9 years of work experience in consulting and market research field. She closely tracks mobile devices and ecosystem at Counterpoint and led various research and consulting projects.
She holds a Master's in Business Administration from Fore School of Management, specializing in Finance, and a Bachelor's degree in Economics from Daulat Ram College, Delhi University.
