India Smartphone Market Records Highest Ever Q1 Decline of 19%, 5G Smartphones Contribution at 43%

  • 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.

 New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – April 27, 2023

India’s  smartphone shipments declined 19% YoY in Q1 2023 (January-March) to reach over 31 million units, according to the latest research from Counterpoint’s Market Monitor service. This was the highest ever Q1 decline seen by India’s smartphone market, besides being the third consecutive quarterly decline. Sluggish demand, high inventory build-up carried over from 2022, growing consumer preference for refurbished phones and pessimistic channel view of the market contributed to this decline.

Commenting on the market dynamics, Senior Research Analyst Shilpi Jain said, “We are observing a change in consumer behaviour – demand is now concentrated around promotional periods. The beginning of the quarter saw a surge in demand across channels around the Republic Day sales period. However, demand dropped significantly after the sales period. Channel players are now focussing on getting rid of existing inventory instead of creating a fresh inventory of new models. It is crucial for OEMs to align their strategies with changed consumer and market dynamics. The quarter’s silver lining came from 5G smartphones, whose contribution (43%) crossed 40% for the first time, registering 23% YoY growth as consumers kept upgrading to 5G devices. We believe these situations will remain similar in Q2 2023 as well with growth coming back in the second half of the year owing to faster 5G upgrades, easing macroeconomic pressure and festive season.”

Commenting on the competitive landscape and price band analysis, Senior Research Analyst Prachir Singh said, “Premiumization trend is becoming stronger with each passing quarter. The premium segment’s share almost doubled in Q1 2023 compared to Q1 2022. Affordability is the key here as we saw more financial schemes being launched, like Apple’s ‘No-cost EMI with zero down payment’ through HDB Financial Services, offers on latest premium segment launches, increase in trade-in offers and push from retailers. The premium segment’s growth is reducing the mid-tier share as consumers are upgrading to higher-priced smartphones. The sub-INR 10,000 price band continued to decline in Q1 2023, with its shipments falling 9% YoY. This segment is suffering declining demand due to an elongated replacement period, declining feature phone-to-smartphone migration and lower presence of hero models.”

India Smartphone Market Shipment Growth by Price Band_Counterpoint Research
Source: Counterpoint Research Market Monitor, Q1 2023
Note: Price band is based on retail price
India Smartphone Market Shipment Share Q1 2023_Counterpoint Research
Source: Counterpoint Research Market Monitor, Q1 2023
Notes: Xiaomi includes POCO; OPPO excludes OnePlus; vivo includes IQOO; Figures not exact due to rounding

 Market Summary:

  • Samsung maintained its top position in the Indian smartphone market for the second consecutive quarter with a 20% share in Q1 2023. It also remained the leading brand for 5G shipments, accounting for a 24% share. The new 5G-capable A series performed well in the offline market, contributing 50% of the shipments. Samsung’s ultra-premium segment (>INR 45,000, ~$550) grew 247% YoY in Q1 2023 driven by the successful launch of the S23 series and financing options.
  • vivo also maintained its second position in Q1 2023 with a 17% market share. Although there was a 3% YoY decline, the company’s robust omnichannel presence and cost-effective pricing helped the OEM in maintaining its position. vivo was the leading brand in the affordable premium segment (INR 30,000-INR 45,000, ~$370-$550) with a 40% share driven by the V series.
  • Xiaomi experienced a significant drop from Q1 2022, falling to the third spot during Q1 2023 with a 16% share. It suffered a 44% YoY decline, which is the largest the brand has ever recorded. The decline was due to weak demand in the sub-INR 10,000 (~$245) segment, more dependence on online channels even when demand is higher in offline channels, and a confusing portfolio. The Redmi Note 12 series received a positive response from consumers, contributing to over 14% of Xiaomi’s total shipments.
  • OPPO took the fourth position in India’s smartphone market, recording 9% YoY growth with a 12% share. The brand has been consistently expanding its shipments in the high-tier segments, with a particular focus on the upper mid-tier range (INR 20,000-INR 30,000), where it saw the highest growth among all brands, registering 144% YoY growth driven by the F series.
  • realme saw a 52% YoY decline in Q1 2023, resulting in the brand slipping to fifth place with a 9% share. realme continued to face challenges such as inventory build-up and unfavourable market conditions in the sub-INR 10,000 segment. It is now focusing on offline retail to expand consumer base. The brand also launched the C55 series, which did well during the quarter, accounting for 11% of its shipments.
  • Transsion Group brands itel, Infinix and TECNO accounted for 16% of India’s handset market and secured the first spot there in Q1 2023 with 19% YoY growth. itel captured 3rd spot in India handset market registering 23% YoY growth. TECNO captured the fourth spot in the sub-INR 10,000 smartphone segment driven by strong demand for the Spark Go 2023. Infinix was the fourth fastest-growing brand with 27% YoY growth.
  • OnePlus was the fastest growing brand with 72% YoY growth in Q1 2023 driven by the strong demand for its OnePlus Nord CE 2 Lite and newly launched OnePlus 11 series. OnePlus’ Nord CE 2 Lite 5G was the best-selling model in Q1 2023. It captured the second spot in the premium segment (INR 30,000-INR 45,000 or ~$370-$550) with a 30% share. Furthermore, the brand has been actively expanding its offline presence by opening experience stores in various cities.
  • Apple grew 50% YoY and grabbed a 6% share in Q1 2023. The brand maintained its lead in the overall premium segment (>INR 30,000) as well as in the ultra-premium segment (>INR 45,000, ~$550) with 36% and 62% shares respectively. Its new financing scheme with HDB and promotions on the latest iPhone 14 series fueled the growth in offline channels. The recent opening of its own retail stores in the country will further strengthen Apple’s brand image and lead to better growth avenues not just for iPhones but for the whole Apple ecosystem.
  • Among local brands, Lava did well with its refreshed portfolio in the sub-INR 10,000 segment. Lava continues to offer the cheapest 5G smartphone (Blaze 5G). It was also the third fastest-growing brand in Q1 2023 with 29% YoY growth.

The comprehensive and in-depth Q1 2023 Market Monitor is available for subscribing clients. 

Feel free to contact us at for questions regarding our latest research and insights.

The Market Monitor research relies on sell-in (shipments) estimates based on vendors’ IR results and vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

You can also visit our Data Section (updated quarterly) to view the smartphone market shares for World, USChina and India.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts


Shilpi Jain

Prachir Singh

Tarun Pathak

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Related Posts

Brazil Smartphone Market Shows Signs of Recovery

Growth for global brands was almost flat, whereas Chinese brands declined annually.

   New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – July 19th, 2018

According to the latest research from Counterpoint’s Market Monitor service, the Brazil smartphone market showed positive signs of growth with 2% YOY growth in Q1 2018.

Commenting on the findings Senior Analyst, Tina Lu, said, “Although Brazil’s economy has been stable since last year, its mobile device market started 2018 with mixed results. Overall mobile devices decreased, while smartphones increased marginally. This is a preview of what we expect for the rest of the year. Some uptick, but mainly stable or even some decrease as Brazil faces presidential elections in October this year, and uncertainty about its outcome is prompting the market to be cautious.”

Commenting on regional growth, Research Analyst, Parv Sharma, said, “Due to high barriers to entry, Brazil’s smartphone market is very consolidated. The top five smartphone brands accounted for almost 85% of the total smartphone market in Q1 2018. However, this brand landscape will be challenged by Huawei, which is planning to re-enter the market by partnering with Brazilian consumer electronics manufacturer, Positivo, in the latter part of Q3 2018.”

Parv, also highlighted, “We saw an increase in the lower price bands. More than 80% of the market lies below USD199, around a 7% increase from the same quarter last year. This was driven by an increasing focus from the top three brands Samsung, Motorola and LG. As a result, their models dominate the sub- USD199 price band. Although Samsung launched the 2018 version of the J series, it kept the older generation series in the market, as they were still contributing to the majority of Samsung’s sales.”

Exhibit 1: Brazil Smartphone Shipments Share by Brands

Brazil Smartphone Shipments Share by Brands

Source: Counterpoint Research: Quarterly Market Monitor Q1 2018

Market Summary:

  • Brazil’s smartphone market grew slightly, 2.3% YoY, during Q1 2018.
  • The smartphone segment contributed almost 93% of the total handset shipments during Q1 2018.
  • Samsung had almost half the share of the smartphone market. This shows its strong grip on the Brazil market due to robust local manufacturing and high levels of marketing spend on promotional campaigns.
  • Brazil is an important market for Motorola, it had a 19.8% share in the smartphone market and a healthy 20% YOY growth in Q1 2018.
  • LG saw a 10% decline annually but maintained its third position in the smartphone market with an 11.4% share.
  • Apple held the fourth position in the smartphone market with a 5.7% share in Q1 2018. Apple has lost share since it decided to stop assembling in Brazil.
  • Local player Positivo was the fastest growing brand with 33% annual growth. It had a 1.9% share, holding the fifth position in the Brazil smartphone market.
  • In terms of SOC’s, Mediatek dominated the smartphone market with a share of almost 38%. Samsung holding the second position, captured one third of the total smartphone market followed by Qualcomm, Spreadtrum and Apple.

Exhibit 2: Brazil Smartphone Market – Price Band Share by Quarter: Q1 2018

Brazil Smartphone Market – Price Band Share by Quarter: Q1 2018

Source: Counterpoint Research: Quarterly Market Pulse Q1 2018

  • Low to mid-end price bands dominate the Brazil smartphone market. Almost half of the smartphone market lies in the USD 100-199 price band.
  • Both USD 0-99 and USD 100-199 price bands grew annually in Q1 2018.
  • Samsung clearly dominates almost all the price bands except the USD >500 price band. Samsung’s success is dependent on its J series, as the top four bestselling smartphones were from Samsung and had a share of about 22% of the smartphone market.
  • Motorola was ranked in second position in the USD 0-99 and USD 100-199, this is because of the its low-end segment Moto C and C Plus models.

The comprehensive and in-depth Q1 2018 Market Monitor is available for subscribing clients. Please feel free to contact us at press(at) for further questions regarding our latest research, insights or press enquiries.

The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s IR results, vendor polling triangulated with sell-through (sales), supply chain checks and secondary research.

Analyst Contacts:

Tina Lu
+54 91160411221

Parv Sharma
+91 974-259-6030

Peter Richardson
+44 791-723-1934

Follow Counterpoint Research

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