India Smartphone Market Share: By Quarter

Counterpoint India Smartphone Market Share Q1 2019 - Q2 2020Source: MOBILE DEVICES MONITOR – Q2 2020 (Vendor Region Countries)

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India Smartphone Quarterly Market Data (2019Q1 – 2020Q2)

India Smartphone Shipments Market Share (%)
Brands 2019Q1 2019Q2 2019Q3 2019Q4 2020Q1 2020Q2
Xiaomi 29% 28% 26% 27% 30% 29%
Samsung 23% 25% 20% 18% 16% 26%
Vivo 12% 11% 17% 21% 17% 17%
Realme 7% 9% 16% 8% 14% 11%
Oppo 7% 8% 8% 12% 12% 9%
Others 22% 19% 13% 14% 11% 8%

*Ranking is according to the latest quarter.

Highlights:

  • 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.

Click here to read about India smartphone market in Q2 2020.

The smartphone market share numbers are from:

              

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Data on this page is updated every quarter

This data represents the Indian smartphone market share by quarter (from 2018-2020) by top OEMs. The Indian market is one of the fastest growing smartphone markets worldwide.

For detailed insights on the data, please reach out to us at contact(at)counterpointresearch.com. If you are a member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.


Q1 2020 Highlights

  • 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.
  • 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.

Counterpoint India Smartphone Shipments Market Share Q1 2020

India Smartphone Shipments Market Share (%)
Brands 2019 Q1 2019 Q2 2019 Q3 2019 Q4 2020 Q1
Xiaomi 29% 28% 26% 27% 30%
Vivo 12% 11% 17% 21% 17%
Samsung 23% 25% 20% 18% 16%
Realme 7% 9% 16% 8% 14%
Oppo 7% 8% 8% 12% 12%
Others 22% 19% 13% 14% 11%

*Ranking is according to the latest quarter.

Q4 2019 Highlights

  • 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.

Counterpoint India Smartphone Market Share Q4 2019

India Smartphone Shipments Market Share (%)

2018

Q4

2019

Q1

2019

Q2

2019

Q3

2019

Q4

Xiaomi 27% 29% 28% 26% 27%
Vivo 10% 12% 12% 17% 21%
Samsung 20% 24% 25% 20% 19%
Oppo 7% 7% 8% 8% 12%
Realme 8% 7% 9% 16% 8%
Others 28% 21% 18% 13% 13%
*Ranking is according to latest quarter.

Click here to read about India smartphone market in Q4 2019.

Q3 2019 Highlights

  • 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.

Counterpoint India Smartphone Market Share Q3 2019

India Smartphone Shipments Market Share (%) 2018

Q3

2018

Q4

2019

Q1

2019

Q2

2019

Q3

Xiaomi 27% 27% 29% 28% 26%
Samsung 23% 20% 24% 25% 20%
Vivo 10% 10% 12% 12% 17%
Realme 3% 8% 7% 9% 16%
Oppo 8% 7% 7% 8% 8%
Others 29% 28% 21% 18% 13%
*Ranking is according to latest quarter.

Q2 2019 Highlights

  • 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 seriesprice 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.

India Smartphone Shipments Market Share (%) 2018

Q2

2018

Q3

2018

Q4

2019

Q1

2019

Q2

Xiaomi 28% 27% 27% 29% 28%
Samsung 28% 23% 20% 24% 25%
Vivo 12% 10% 10% 12% 12%
Realme 1% 3% 8% 7% 9%
Oppo 9% 8% 7% 7% 8%
Others 22% 29% 28% 21% 18%
*Ranking is according to latest quarter.

Q1 2019 Highlights

  • 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 Smartphone Shipments Market Share (%) 2018Q1 2018Q2 2018Q3 2018Q4 2019Q1
Xiaomi 31% 28% 27% 27% 29%
Samsung 26% 28% 23% 20% 24%
vivo 6% 12% 10% 10% 12%
Realme 1% 3% 8% 7%
Oppo 6% 9% 8% 7% 7%
Others 31% 22% 29% 28% 21%
*Ranking is according to latest quarter.

Q4 2018 Highlights

  • 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.

Counterpoint India Smartphone Market Share Q4 2018

India Smartphone Shipments Market Share (%) 2017Q4 2018Q1 2018Q2 2018Q3 2018Q4
Xiaomi 25% 31% 28% 27% 27%
Samsung 23% 26% 28% 23% 20%
vivo 6% 6% 12% 10% 10%
Oppo 6% 6% 9% 8% 7%
Micromax 5% 3% 1% 9% 5%
Others 35% 28% 22% 23% 31%
*Ranking is according to latest quarter.

Q3 2018 Highlights

  • 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.

India Smartphone Shipments Market Share (%) 2017Q3 2017Q4 2018Q1 2018Q2 2018Q3
Xiaomi 22% 25% 31% 28% 27%
Samsung 23% 23% 26% 28% 23%
vivo 9% 6% 6% 12% 10%
Micromax 6% 5% 3% 1% 9%
Oppo 8% 6% 6% 9% 8%
Others 32% 35% 28% 22% 23%
*Ranking is according to latest quarter.

Q2 2018 Highlights

  • 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.

India Q2 2018

India Smartphone Shipments Market Share (%) 2017Q2 2017Q3 2017Q4 2018Q1 2018Q2
Samsung 23% 23% 23% 26% 28%
Xiaomi 16% 22% 25% 31% 28%
vivo 13% 9% 6% 6% 12%
Oppo 10% 8% 6% 6% 9%
Huawei 1% 1% 1% 3% 3%
Others 37% 37% 39% 28% 20%
*Ranking is according to latest quarter.

Q1 2018 Highlights

  • 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.

India Q1 2018

India Smartphone Shipments Market Share (%) 2017Q1 2017Q2 2017Q3 2017Q4 2018Q1
Xiaomi 13% 16% 22% 25% 31%
Samsung 27% 23% 23% 23% 26%
vivo 12% 13% 9% 6% 6%
Oppo 10% 10% 8% 6% 6%
Huawei 1% 1% 1% 1% 3%
Others 37% 37% 37% 39% 28%
*Ranking is according to latest quarter.