Home Mobile Devices Smartphone Market Share India - 2020 (Xiaomi Leads, Realme Loses)

Smartphone Market Share India – 2020 (Xiaomi Leads, Realme Loses)

Updated On 06-Feb-2020 – Here is the latest smartphone market share for Q4 2019 (Oct-Nov-Dec-2020) and as per counterpoint research, Xiaomi is still the number 1 mobile brand in India with 27% Market Share.

Smartphone Market Share India - Q4 2019
Smartphone Market Share India – Q4 2019

Followed by Vivo that has a 21% share, and Samsung has slipped to third with a 19% 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 8% share.

Realme is the new kid on the block but is growing alarmingly fast in the Indian market. Realme is an online-only brand launched in Q2 (May) 2018 and focuses on offering bang for buck products and is using all social media channels to fight Xiaomi.

Realme saw a sharp decline in sales in the last quarter but we are expecting a bounce-back in 2020 as they have a robust portfolio.

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 3, Realme 5, 5 PRO, Realme X, and XT, Realme X2, X2 Pro.

Mobile BrandSmartphone Market Share Q4 2019Smartphone Market Share Q3 2019% Change

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 quarter due to the US Ban. Also, their sub-brand Honor has started lay off after dwindling sales in Q2-2019 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.

India is the second-largest smartphone market after China, in 2019 158 million smartphones were shipped to India.

Chinese smartphone brands – Xiaomi, Oppo, Vivo, Realme, Oneplus accounts for over 72% of the mobiles sold in the country, while rest is taken by Samsung, Asus, Apple, and Google.

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 2016 – 2019

  • 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 2018-2019
Mobile Market Share Long Term Trend 2018-2019

Biggest Smartphone Brands in India and Success Drivers:

  1. Xiaomi – The Redmi Note 7 Pro / Note 8 PRO is 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.
  2. Samsung – Samsung has models like the M30, M30s, M20, M10, A30, A50 which are selling well in the entry and mid-range segment. While Note 10, 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 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, Realme 5 Pro and the latest Realme X2, X2 Pro, XT, and the Realme X.

Top 5 Smartphone Brands in India Q4 2019: 

  1. Xiaomi – Market Share – 27%
  2. Vivo – Market Share – 21%
  3. Samsung – Market Share – 19%
  4. Oppo – Market Share – 12%
  5. Realme – Market Share – 8%
  6. Others (Apple, LG, Huawei, Asus, Google, Lenovo, Motorola, ITEL, etc) – Market Share – 13%

The top 5 brands have 87% market share in India and all the remaining brands collectively have just a 13% 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.

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.

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.

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 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 have an 80% share of the market. The rest of the players like Google, LG, Huawei, Asus, Vivo accounts for the 20% share.

Premium Smartphone Market Share India

BrandQ3 2019 MSQ3 2018 MS

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

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

Notably, Vivo is launching 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 – Q4(2018) to Q4(2019)

Mobile Market Share (%)2018 Q42019 Q12019 Q22019 Q32019-Q4%Change (Q4’19-Q4’18)

Q4 2019 Vs Q3 2019 – Market Share comparison

  • Xiaomi has maintained the lead.
  • Samsung has dropped by nearly 1%.
  • Realme has lost market share from 16% to 8% during the period.
  • Vivo is doing great both offline and online to catapult its share to 21% and they have overtaken Samsung to become number 2.
  • Oppo has increased the share from 8% to 12%.

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

India Smartphone Market Share 2017-182017-Q12017-Q22017-Q32017-Q42018-Q12018-Q22018-Q3

*Oppo doesn’t include the RealME sales but has OnePlus sales.

Smartphone Market Share in India 2016 (Quarter-Wise)

Smartphone Market Share India 20162016-Q12016-Q22016-Q32016-Q4

*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, 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 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 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 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 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) Read My Story,  Connect On Twitter, Linked-In, Youtube


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