Smartphone Market Share India – 2020 (Samsung loses, Xiaomi and Realme Gains)

Updated On 15-June-2020 – Here is the latest smartphone market share for Q1 2020 (Jan-Feb-Mar-2020) and as per counterpoint research, Xiaomi is still the number 1 mobile brand in India with 30% Market Share. 


Followed by Vivo that has a 17% share, and Samsung has slipped to third with a 16% share. This is one of the biggest upsets as Samsung has been number 2 in the market for more than 2 years (since Q4-2017). Oppo and Realme (Sub-brand of Oppo) have 12% and 14% share.

Realme is growing alarmingly fast in the Indian market and can easily become number 2 in the coming months. Realme was launched as an online-only brand in Q2 (May) 2018 and focuses on offering bang for buck products and is using all social media channels to fight Xiaomi.

Realme recently shared they have shipped over 8 million mobiles in less than 1 year and sold 1 Million Realme C2 mobiles. Also, the company has launched several successful products like Realme X50 PRO 5G, Realme 5i, Realme 5, 5 PRO, Realme X, and XT, Realme X2, X2 Pro, Narzo, and Narzo 10A.

Mobile Brand Smartphone Market Share Q1 2020 Smartphone Market Share Q4 2019 % Change
Xiaomi 30% 27% 3%
Samsung 16% 19% -3%
Vivo 17% 21% -4%
Oppo 12% 12% 0%
Realme 14% 8% 6%
Others 11% 13% -2%

Other brands including Apple, Lenovo, Motorola, LG, Google, Asus individually have less than 3% market share in India.

Huawei has suffered and has a huge sales drop in sales volume in the last year due to the US Ban. Also, their sub-brand Honor has started lay off after dwindling sales in Q2-2019 in India.

However, things can change drastically in Q2 2020 and Samsung can gain market share due to anti-China sentiment.

Some Interesting Facts About Indian Mobile Market

India is the second-largest mobile market, ahead of the US with over 400 million smartphone users whereas China leads in terms of the number of users.

As per counterpoint research, about 33% of phones sold are in Rs. 11,000 to Rs. 18,000 price range, and is the fastest-growing segment.

India is the second-largest smartphone market after China, in 2019 158 million smartphones were shipped to India. Out of which, Chinese manufacturers shipped 113 Million (11.3 crores) mobiles. 

Chinese Mobile Companies Market Share India 2020

Chinese smartphone brands – Xiaomi, Oppo, Vivo, Realme, Oneplus accounts have a 73% market share in India, while rest is taken by Samsung, Asus, Apple, Google and others.

The Indian mobile market is growing rapidly and thanks to huge online discounts and aggressive launches the brands are able to sell huge volumes.

Smartphone Market Share Trend 2018 – 2020

  • Top 5 brands capture close to 87% of the market and all the remaining brands’ fight for the 13% share.
Mobile Market Share Long Term Trend 2018-2020

Biggest Smartphone Brands in India and Success Drivers:

  1. Xiaomi – The Redmi Note 7 Pro / Note 8 PRO are killer phones for Xiaomi and even the affordable Xiaomi Redmi 7A/7/8/8A (sold more than 4 million units) is a growth driver. In the recent quarter, there is Redmi Note 8 PRO, Redmi Note 8, and the Redmi 7 Series fueling the growth of the brand in India. Also, Redmi K20 and K20 Pro along with the Poco X2 Pro are top-selling mobiles from the company.
  2. Samsung – Samsung has models like the M31, M30s, M21, M10, A30s, A50s which are selling well in the entry and mid-range segment. While Note 10, Note 9, and the S10 and the latest S20 series are top sellers in the higher segment.
  3. Vivo – Vivo also is playing strong in the mid-range market with several models such as the V15, V15 Pro, V17, V17 Pro, and the Y series.
  4. Oppo – Though the report says that Oppo has a 7% market share and lags behind Vivo but if we include Realme, then it is ahead. The top sellers are F17 Pro, F17, Oppo Reno 2, Reno 2F, Reno 10X Zoom, A5, A9, K3.
  5. Realme – Realme is succeeding in India and now has a higher share than Oppo. The top sellers are Realme 5, Realme C2, C3, Realme 5, 5i, Realme 6, and 6 Pro and the latest Realme X2, X2 Pro, XT, and the Realme X.

Top 5 Smartphone Brands in India Q1 2020: 

  1. Xiaomi – Market Share – 30%
  2. Vivo – Market Share – 17%
  3. Samsung – Market Share – 16%
  4. Oppo – Market Share – 12%
  5. Realme – Market Share – 14%
  6. Others (Apple, LG, Huawei, Asus, Google, Lenovo, Motorola, Infinix, Micromax, Lava, ITEL, etc) – Market Share – 11%

The top 5 brands have an 89% market share in India and all the remaining brands collectively have just an 11% share.

Another noticeable thing is Huawei the number 2 brand in the world is doing poorly in the Indian market. After the recent US Ban, they are struggling even more.

Nokia is also doing well as per the counterpoint research with the latest phones like the Nokia 4.2, Nokia 3.2 Plus, and Nokia 2.2, 6.2 Plus, Nokia 7.2. Supply, inventory, and a bit aggressive pricing can also help Nokia improve sales significantly. 

Asus is also making a strong comeback in the market with the launch of the Zenfone Max Pro M1, M2, and the Zenfone 5Z, 6Z, and the new ROG Phone II. However, currently, they are not refreshing the mid-range models which can impact sales.

Apple is also making a comeback in the Indian market after dropping the price for iPhone XR and launching the iPhone 11 at a reasonable price. Additionally, they have the new iPhone SE 2020 that is also helping boost sales. 

The market report doesn’t share Apple’s market share in India but as per previous data, it should be less than 3%.

OnePlus and Apple Market Share in India (Estimated)

Apple has a close to 3% market share in India and OnePlus has about a 2.0% share in the overall Indian market.

Premium Smartphone Market Share – OnePlus Vs Apple Vs Samsung (Q3-2019)

Also, the counterpoint research says that in the premium mobile segment (Greater than Rs. 30,000 or $400) Oneplus has a 35% market share, followed by Samsung 23% and Apple has a 22% market share.

Collectively all three brands put together to have an 80% share of the market. The rest of the players like Google, LG, Huawei, Asus, Vivo accounts for the 20% share.

Q3 2019 Indian Premium Mobile Market Share
Q3 2019 Indian Premium Mobile Market Share

Premium Smartphone Market Share India

Brand Q3 2019 MS Q3 2018 MS
Oneplus 35% 30%
Samsung 23% 28%
Apple 22% 25%

Oneplus has gained the market by 5% in the last 1 year whereas Samsung and Apple have lost the market share.

The top-selling phones in the premium segment are OnePlus 7T, 7T PRO, Samsung Galaxy Note 10, and the S10/S20 Series. Apple iPhone XR and the iPhone 11, iPhone SE 2020 are doing well for the brand.

Notably, Vivo has launched the new brand iQOO to improve the market share in the premium segment.

Below data is based on the counterpoint research… we have not considered IDC or other research numbers. 

Smartphone Market Share Trend – Q1(2019) to Q1(2020)

Mobile Market Share (%) 2019-Q1 2019-Q2 2019-Q3 2019-Q4 2020-Q1 %Change (Q1’20-Q1’19)
Xiaomi 29% 28% 26% 27% 30% 1%
Samsung 23% 25% 20% 19% 16% -7%
Vivo 12% 11% 17% 21% 17% 5%
Oppo 7% 8% 8% 12% 12% 5%
Realme 7% 9% 16% 8% 14% 7%
Others 22% 19% 13% 13% 11% -11%

Q4 2019 Vs Q3 2019 – Market Share comparison

  • Xiaomi has increased the lead.
  • Samsung has dropped by nearly 3%.
  • Realme has gained market share from 8% to 14% during the period.
  • Vivo is doing great both offline and online to catapult its share to 17% and they have overtaken Samsung to become number 2.
  • Oppo has managed to hold on to its 12% share.

Smartphone Market Share in India 2018 (All Quarters)

Market Share 2018-Q1 2018-Q2 2018-Q3 2018-Q4
Xiaomi  31% 28% 27% 27%
Samsung 26% 28% 23% 20%
Vivo 6% 12% 10% 10%
Oppo 6% 9% 8% 7%
Realme 0% 0% 3% 8%
Others 31% 23% 29% 28%

Smartphone Market Share in India 2017 (All Quarters)

Market Share 2017-Q1 2017-Q2 2017-Q3 2017-Q4
Xiaomi  13% 16% 22% 25%
Samsung 26% 24% 23% 23%
Vivo 12% 13% 8% 6%
Oppo 10% 10% 8% 6%
Huawei 1% 1% 1% 1%
Others 38% 36% 38% 39%

*Oppo doesn’t include the RealME sales.

Smartphone Market Share in India 2016 (Quarter-wise)

Smartphone Market Share India 2016 2016-Q1 2016-Q2 2016-Q3 2016-Q4
Xiaomi 4% 4% 6% 9%
Samsung 28% 25% 23% 24%
Lenovo* 8% 8% 9% 9%
Vivo 1% 4% 5% 10%
Oppo 3% 3% 4% 8%
Micromax 16% 14% 10% 5%
Others 40% 41% 43% 35%

*LENOVO includes Lenovo and Motorola shipments.

Below is an article we wrote in October 2014 and you can see how the Indian mobile market has changed since then. Some of the leading Indian brands like Lava, Karbonn, and Micromax have lost the race.

Sources NDTV Gadgets, 91mobiles.Counterpoint Research

Check the below article I wrote in 2014. How Indian mobile brands have lost the plot and are now decimated by Chinese rivals.

Historical Smartphone Market Share 4 years back in October 2014

Samsung had a market share of above 30% a few quarters back with the recent aggression by many companies like Motorola, Micromax, Karbonn it has got reduced to 29% as per a report from IDC(International Data Corporation) for Q2(Apr-Jun) and same has been drastically reduced in the Q3(July-Sept’14).

According to IDC the entire smartphone market expanded by 27% in Q3 Vs  Q2 in 2014.

The total Shipment of Smartphones and Feature Phones give us a fair idea of the market penetration.

The total phone market stood at 72.5 million units shipped (23.3 million smartphones and 49.2 million feature phones) in Q3 2014.

Smartphones and feature phones market share

Motorola India on Monday announced that it has sold 2.5 million smartphones in India this year. The company announced the news on Twitter and said, “#MotoFans, thanks for choosing us! To celebrate 2.5M customers, we have some cool offers in the store!”.

Motorola, Xiaomi, Lava, Micromax all have been eating into the market share of Samsung in India which once had a close to 34% share.

Is Samsung going the Nokia way?

According to the Last IDC report based Smartphone Market Share in Q2 2014(Apr-Jun’14).

Smartphone Market Share Samsung Motorola Micromax LAVA India 2014

Samsung had a 29% Market Share, followed by Micromax with 20% market share, Lava having 6%, Karbonn 8%, Motorola 5%, and others had a 34% market share.

The Latest Report By IDC for Q3(July- Sept) Suggest Samsung has lost Massive Market Share by 5% in the Indian Market. 

Smartphone Market Share Samsung Motorola Micromax LAVA India 2014

As Per the Latest IDC report Samsung has a 24% market share, followed by Micromax at 20 %, Lava 8%, Karbonn 8%, Motorola 5%, and others 35%.

Smartphone Market Share Samsung Motorola Micromax LAVA India 2014

Key Highlights

  • Lava has been a clear winner with a 2% increase in Market share.
  • Micromax has also been doing great with a similar increase of 2% market share in Q3.
  • Others – This may be Gionee, Xiaomi, and other brands like Spice and Intex eating into Samsung’s market share.
  • Motorola and Karbonn have been able to hold on to their share in Q3 Vs Q2.

Samsung had its share of troubles from not getting the latest updates from Google when Kitkat came and predatory pricing from rivals like Xiaomi and Motorola. Now with Google and Motorola devices has moved to the Android Lollipop it is even more difficult for Samsung to have any kind of differentiation.

Samsung is going to struggle more in the coming years if Google does not allow it to offer the latest OS updates as fast as they are rolled out on the Nexus and Motorola Devices.

When we have cheap Chinese hardware available why would a consumer buy Samsung for premium with an old operating system? Is Samsung the situation “FUBAR” (you may have to Google what is FUBAR) we may see that in the coming months. While Apple with its own iOS operating system is not living on Google’s mercy, the vision of Steve Jobs has made Apple a formidable organization.

With Entry of Xiaomi and online crazy sales deals offers and the infamous Billion day, Mi3 and Redmi has sold more than 8 lakh handsets in the country as per recent reports and it is every bit possible that Xiaomi will be able to sell 1 million smartphones by end of 2014 in the Indian market. With other Manufactures like Intex, Spice, Gionee also becoming aggressive with new smartphone launches it is yet to be seen how does the market share for Samsung gets impacted by the end of December 2014.

Also, check out the best smartphones under Rs. 25000.

Smartphone Market Share in India in August 2014

Samsung had a market share of above 30% fa ew quarters back with the recent aggression by many companies like Motorola, Micromax, Karbonn have reduced it to 29% as per the report from IDC(International Data Corporation). Samsung had its share of troubles from not getting the latest updates from Google when Kitkat came and predatory pricing from the rivals.

Smartphone Market Share Samsung Motorola Micromax Karbonn
Motorola Planning Bigger Expansion in India

Motorola and Flipkart managed to sell huge volumes greater than 1 million handsets of Motorola Moto E, Moto X, and Moto G. This has impacted Samsung in the budget smartphones, mid-range, and high-end smartphone sales. The success of Nexus 5 ensured a dent in Galaxy S4 and Galaxy S5 sales in India and globally.

The second biggest challenge is Google partnering with Micromax, Spice & Karbonn for the Android One budget handsets which Google sees as an initiative to”take India Online.

With Entry of Xiaomi and online crazy sales deals offers and the infamous Billion day, Mi3 and Redmi have sold more than 5 lakh handsets in the country which offer great value for money for the buyers. Still, the buyers are queuing for the handsets who have not been able to secure them online.

All this adds up to the market share erosion for Samsung. Micromax, Lava, and Karbonn the home fighters have also faced the heat with extreme predatory pricing by Xiaomi. They are also forced to set very competitive prices for Android One handsets.

Smartphone Market Share Samsung Motorola Micromax Karbonn India For Aug 2014  

Smartphone Market Share Samsung Motorola Micromax Karbonn

 With the increased competition we may see a decline in Samsung market share to 27-28% for the month of October 2014 and November 2014.

There have also been issues in sales and distribution for Samsung. Channel partners for Samsung India have openly accused Samsung of letting online retailers sell handsets at discounted prices which have impacted their physical retail sales volume.

 On Motorola & it’s Expansion Plans

With Motorola’s taken over by Lenovo, there has been an increased focus by Lenovo to increase market share. We are expecting to close the acquisition by the end of the calendar year, which we believe makes us the third-largest smartphone player in the Indian market,” Amar Babu, Managing Director at Lenovo India, told economic times in an interview.

Recently Motorola reduced prices of its highest-selling handsets Moto G and Moto E which are available now for Rs. 9,999 & Rs. 6,299 on Flipkart. Lenovo plans to take a surge ahead of Karbon and Lava to become the third-largest seller India in the coming months.

Sales in India are expected to surpass 80 million devices in 2014  compared with 44 million in 2013.

Shipments grew 84% year-on-year to 18.42 million mobiles in the April-June quarter, according to IDC.

Motorola smartphones are available only online in India and their sales crossed the 1 million mark within five months of launch, according to IDC. Lenovo is positive about setting up a manufacturing unit in the country, given the ‘Make in India’ initiative by the government.

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Author: Kanuj Sharma

Full-Time Blogger & Entrepreneur, Tech Enthusiast. A decade of experience in Telecom (Engineer & MBA) Read My Story,  Connect On Twitter, Linked-In, Youtube

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