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Smartphone Market Share India – 2019 (Xiaomi Leads, Realme Gains)


Smartphone Market Share Q2 2019
Smartphone Market Share Q2 2019

Updated On 27-July-2019 – Here is the latest smartphone market share for Q2 2019 (Apr-May-Jun-2019) and as per counterpoint research, Xiaomi is still the number 1 mobile brand in India with 28% Market Share.

Followed by Samsung, Vivo which have 25% and 11% market share respectively. Oppo and Realme (Sub-brand of Oppo)  have 8% and 9% share.

Realme is the new kid on the block but is growing alarmingly fast in the Indian market. Realme is an online-only brand and focus 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 recently.

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

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

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.

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

The Chinese smartphone manufacturers have over 60% market share in the Indian market while rest is taken by Samsung, Asus, Apple, and Google.

Smartphone Market Share Trend 2016 – 2019

  • Top 4 brands have close to 75% of the market and all the remaining brands’ fight for 25% share.


Biggest Smartphone Brands in India and Success Drivers:

  1. Xiaomi – The Redmi Note 7 Pro is a killer phone for Xiaomi and even the affordable Xiaomi Redmi 6A/7 (sold more than 2 million units is a growth driver. In the recent quarter, there is POCO F1, Redmi Note 7s and the Redmi 7 Series which is fueling the growth of the brand in India.
  2. Samsung – Samsung has models like the M30, M20, M10, A30, A50 which are selling well in the entry and mid-range segment. While Note 9 and the S10e/S10/ S10+ 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 V11, V11 Pro, V15, V15 Pro, Y83, Y83 Pro.
  4. Oppo – Though the report says that Oppo has 7% market share and lags behind Vivo but if we include Realme, then it is ahead. The top sellers are F11 Pro, F11, F9, and F9 Pro, A3s and in addition to the Realme 3, Realme 3 Pro and the RealMe 2 Pro.
  5. Realme – Realme is succeeding in India and now has a higher share than Oppo. The top sellers are Realme 3, Realme C2, Realme 3 Pro and the latest Realme X.

Top 5 Smartphone Brands in India Q2 2019: 

  1. Xiaomi – Market Share – 28%
  2. Samsung – Market Share – 25%
  3. Vivo – Market Share – 11%
  4. Oppo – Market Share – 8%
  5. Realme – Market Share – 9%
  6. Others (Apple, LG, Huawei, Asus, Google, Lenovo, Motorola, etc) – Market Share – 19%

About 56% market share is taken by Chinese vendors Xiaomi, Oppo and Vivo, Realme which are expanding presence both online as well as offline.

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 5.1 plus, Nokia 6.1 Plus, and Nokia 3.1 plus.

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.

The only brand which is having a lukewarm response in the Indian market is Apple, due to the absurdly high prices for the new Xs and the Xs Max. The price reduction for the iPhone XR is a good move and gives an upgrade option to many Apple loyalists.

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

OnePlus and Apple Market Share in India

One and Apple Market Share in India

Apple has close to 3% market share in India and OnePlus has about a 1.5% share in the overall Indian market.

Premium Market Share – OnePlus Vs Apple Vs Samsung (Q3-2018)

Also, the counterpoint research says that in the premium mobile segment (Greater than Rs. 30,000 or $400) Oneplus has 30% market share, followed by Samsung 28% and Apple has 25% market share.

Collectively all the three brands put together have 83% share of the market. Rest of the players like Google, LG, Sony, Huawei, Vivo accounts for the 17% share.

OnePlus Apple and Samsung Market Share India

The top-selling phones are OnePlus 6 (30%), Samsung Galaxy Note (14%), Samsung Galaxy A8 Star(5%).

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

Smartphone Market Share Trend – Q3(2018) to Q2(2019)

Market Share (%) 2018Q3 2018Q4 2019Q1 2019Q2 %Change (Q2’19-Q1’19)
Xiaomi 27% 27% 29% 28% -1%
Samsung 23% 20% 23% 25% 2%
Vivo 10% 10% 12% 11% -1%
Oppo 8% 7% 7% 8% 1%
Realme 3% 8% 7% 9% 2%
Others 29% 28% 22% 19% -3%

Q2 2019 Vs Q1 2019 – Market Share comparison

  • Xioami has dipped by 1%.
  • Samsung has gained 2%, thanks to the M-Series, A-series in the mid-range segment.
  • Realme has overtaken Oppo to become the 4th largest brand in the country.

Smartphone Market Share in India 2017 and 2018 (All Quarters)

India Smartphone Market Share 2017-18 2017-Q1 2017-Q2 2017-Q3 2017-Q4 2018-Q1 2018-Q2 2018-Q3
Xiaomi 13% 16% 22% 25% 31% 28% 27%
Samsung 26% 24% 23% 23% 26% 28% 23%
Vivo 12% 13% 8% 6% 6% 12% 10%
Oppo 10% 10% 8% 6% 6% 9% 8%
Huawei 1% 1% 1% 1% 3% 3% 3%
Others 38% 36% 38% 39% 28% 20% 23%

*Oppo doesn’t include the RealME sales but has OnePlus 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 the 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, Xiomi, 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 Latest IDC report Samsung has 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 the 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 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 situation “FUBAR” (you may have to Google what is FUBAR) we may see that in 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 has 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 KarbonnWith 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 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.

Kanuj Sharma
Full-Time Blogger & Entrepreneur, Tech Enthusiast. A decade of experience in Telecom (Engineer & MBA) More About Me,Β  Connect On Twitter, Linked-In,Β Youtube

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