India’s tablet market shipments grew 28% YoY in 2021, according to Counterpoint Research’s India Tablet Shipment by Model Tracker. The COVID-19 pandemic has redefined the way we work and study by increasing the significance of digital tools. This paradigm shift has translated into the tablet emerging as one of the preferred computing devices for video communication, content consumption and creation, and running productivity applications. Furthermore, government tenders for procuring tablets have helped revive demand for this segment which was squeezed between large-size smartphones and PCs.
Lenovo dominated the tablet market in 2021 due to its focus on the lower middle segment (INR 10,000-INR 20,000), which constitutes more than half of the tablet market in India. Another key driver which helped Lenovo maintain its leadership was its wider distribution network in the country.
Samsung captured the second spot while Apple took the third position with 25% and 16% market shares respectively. The market is quite consolidated as the top three players have more than four-fifths of the total market in India.
We expect more players to enter this market to utilize the untapped potential of this segment. More established smartphone brands are entering this segment by leveraging their existing distribution channels, scale and marketing muscle. realme managed to capture a 4% share soon after entering this segment. Xiaomi is about to re-enter the segment by launching its first tablet in the INR 20,000-INR 30,000 price band. The device will compete against Samsung’s A-series and Lenovo’s M series, which are quite popular in the market. Other Chinese smartphone brands like OPPO, vivo and OnePlus are all geared up to enter this market soon. Because of this, we expect the share of Chinese brands to increase soon. They will focus on maintaining their market position as they have in the mobile handset market. The entry of new players will open more choices for consumers in different price bands.
- Lenovo dominated the tablet market in 2021 by capturing a 42% share. Its growth was driven by the strong performance of the M8 and M10 in the INR 10,000-INR 20,000 price band.
- Samsung also did well in 2021 and took the second position with a 25% market share. It has a wide portfolio of tablets, from the mid-segment to premium ones, to cater to the diverse needs of customers.
- Apple captured the third position in the tablet market with a 16% share. iPad drove most of the volume for the brand.
- Lava managed to be in the top five brands with budget-friendly tablets in a price-sensitive market.
- realme forayed into the market in September with its realme pad model, capturing a 4% share.
- The INR 10,000-INR 20,000 price band is the most popular price band as it covers more than half of the total tablet market, with a major contribution from brands like Lenovo, Samsung and Lava.
- Most of the tablets consumed in India are imported. But with the government’s stance on ‘Make in India’, the share of domestic manufacturing will increase in the coming period from its current share of 20%. This will enable competitive pricing in the market and make the device more affordable for the consumer.
We expect the Indian tablet market to reach around 5 million units in 2022 as the market is still underpenetrated. The entry of smartphone brands will increase product options for the Indian consumer at different price points. The increase in domestic manufacturing will also provide the necessary boost to this segment.