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India Smartphone Market Share: By Quarter

NOVEMBER 30, 2021 | IN DATA | BY TEAM COUNTERPOINT

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Xiaomi 29% 23% 26% 26% 28% 23%

Samsung 26% 24% 20% 20% 18% 17%

vivo 17% 16% 15% 16% 15% 15%

realme 11% 15% 11% 11% 15% 15%

OPPO 9% 10% 10% 11% 10% 10%

Others 8% 12% 18% 16% 14% 20%

*Ranking is according to the latest quarter.

Highlights:

Xiaomi led the market in Q3 2021 with a 22% shipment share. Three out of the top five models during the
quarter were from Xiaomi
Samsung led the mid-to upper-tier price segment (INR 10,000 – INR 30,000) with a 22% market share.
OnePlus registered its highest ever shipments in India. Nord series cumulative shipments crossed 3 million units.
5G smartphone shipments crossed the 10-million mark for the first time, vivo leads.
realme led the 5G segment in the sub-INR 20,000 price tier with the highest ever shipments.
Apple led the premium segment (>INR 30,000) with 45% share.
Click here to read about India smartphone market in Q3 2021.

The smartphone market share numbers are from:

         

Related Posts:

    

Data on this page is updated every quarter

This data represents the Indian smartphone market share by quarter (from 2020-2021) by top OEMs. The Indian
market is one of the fastest growing smartphone markets worldwide.

For detailed insights on the data, please reach out to us at contact(at)counterpointresearch.com. If you are a
member of the press, please contact us at press(at)counterpointresearch.com for any media enquiries.

Q2 2021 Highlights
India’s smartphone market registered its highest ever shipments in H1 2021.
Xiaomi led the market in Q2 2021 with a 28% shipment share. The brand registered its highest-ever ASP
(average selling price) in a single quarter due to the strong performance of the Mi 11 series.
Samsung captured the second spot with an 18% share while vivo captured the third spot with a 15% share.
realme became the fastest brand to reach 50 million cumulative smartphone shipments in India.
OnePlus led the premium market (>INR 30,000) with a 34% share.
India Smartphone Shipments Market Share (%)

Brands 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2021 Q1 2021 Q2

Xiaomi 31% 29% 23% 26% 26% 28%

Samsung 16% 26% 24% 20% 20% 18%

vivo 17% 17% 16% 15% 16% 15%

 realme 14% 11% 15% 11% 11% 15%

OPPO 12% 9% 10% 10% 11% 10%

Others 10% 8% 12% 18% 16% 14%

*Ranking is according to the latest quarter.

Q1 2021 Highlights
India’s smartphone shipments grew 23% YoY to reach over 38 million units in Q1 2021. These were the highest
ever first-quarter shipments.
New product launches, promotions and financial schemes, as well as pent-up demand coming from 2020, drove
the smartphone market in Q1 2021.
Xiaomi led the market in Q1 2021 with a 26% shipment share. Five out of the top 10 smartphone models in the
country were from Xiaomi.
Among the top five brands, Samsung grew the highest at 52% YoY.
OnePlus led the 5G smartphone shipments with a 33% share.
realme had the cheapest 5G offering in Q1 2021.
India Smartphone Shipments Market Share (%)

Brands 2019 Q4 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2021 Q1

Xiaomi 27% 31% 29% 23% 26% 26%

Samsung 18% 16% 26% 24% 20% 20%

vivo 21% 17% 17% 16% 15% 16%

 Realme 8% 14% 11% 15% 11% 11%

Oppo 12% 12% 9% 10% 10% 11%

Others 14% 10% 8% 12% 18% 16%

*Ranking is according to the latest quarter.

Q4 2020 Highlights
The Indian smartphone market registered a modest 4% decline in the pandemic-hit year.
The market crossed 100 million units in the second half of 2020 for the first time ever.
Xiaomi led the market with a 26% shipment share in 2020, followed by Samsung at 21%.
Among the top five brands, realme grew the highest at 22% YoY in 2020.
Apple witnessed its best ever quarter in Q4 2020, selling more than 1.5 million units.
India Smartphone Shipments Market Share (%)

Brands 2019 Q3 2019 Q4 2020 Q1 2020 Q2 2020 Q3 2020 Q4

Xiaomi 26% 27% 30% 29% 23% 26%

Samsung 20% 18% 16% 26% 24% 19%

vivo 17% 21% 17% 17% 16% 15%

 Realme 16% 8% 14% 11% 15% 12%

Oppo 8% 12% 12% 9% 10% 10%

Others 13% 14% 11% 8% 12% 18%

*Ranking is according to the latest quarter.

Q3 2020 Highlights
The smartphone shipments registered 9% YoY growth to over 53 million units. This is the highest-ever shipment
in a quarter for India
Samsung led the Indian smartphone market with 24% shipment share
Vivo and realme both grew at 4% YoY.
Transsion Group brands (Itel, Infinix and Tecno) regained their market share in Q3 2020, registering 73% YoY
growth.
 India Smartphone Shipments Market Share (%)

2019 2019 2019 2020 2020

2020
Brands
Q2 Q3 Q4 Q1 Q2
Q3

Samsung 25% 20% 18% 16% 26% 24%

Xiaomi 28% 26% 27% 30% 29% 23%

 Vivo 11% 17% 21% 17% 17% 16%

Realme 9% 16% 8% 14% 11% 15%

Oppo 8% 8% 12% 12% 9% 10%

Others 19% 13% 14% 11% 8% 12%

*Ranking is according to the latest quarter.

Q2 2020 Highlights
Pent-Up Smartphone Demand after April, May Lockdown Pushes the June 2020 Volumes to Pre-COVID Levels &
the Smartphone User Base in India Beyond the Half a Billion Mark.
The smartphone market declined 51% YoY in Q2 2020 as April was a washout.
Xiaomi led the Indian Smartphone Market with a 29% shipment share.
Samsung recovered the fastest, capturing the second spot in the smartphone market with 26%. reaching its
highest share in the past two years.
Online channel share reached the highest ever, contributing almost 45% of sales.
During the quarter the unique smartphone userbase surpassed 500 million.
 India Smartphone Shipments Market Share (%)

Brands 2019Q1 2019Q2 2019Q3 2019Q4 2020Q1 2020Q2

Xiaomi 29% 28% 26% 27% 30% 29%

 Samsung 23% 25% 20% 18% 16% 26%

Vivo 12% 11% 17% 21% 17% 17%

Realme 7% 9% 16% 8% 14% 11%

Oppo 7% 8% 8% 12% 12% 9%

Others 22% 19% 13% 14% 11% 8%

*Ranking is according to the latest quarter.

Q1 2020 Highlights
Xiaomi leads the India smartphone market with a 6% YoY growth in Q1 2020 to reach its highest ever market
share since Q1 2018.
Vivo grew 40% YoY in Q1 2020 driven by strong performance Y series models.
Samsung’s shipments were driven by its upgraded A and M series (A51, A20s, A30s, and M30s). Samsung
managed to hold 3rd position in Q1 2020 due to launches across several price tiers, especially in the affordable
premium segment (S10 Lite, Note 10 Lite).
realme grew 119% YoY in Q1 2020 driven by the newly launched 5i and C3.
OPPO shipments grew 83% in Q1 2020, due to demand for its budget segment devices, A5 2020 and A5s, as
well as a good performance for the recently launched A31 and A9 2020 in the offline segment.
Transsion Group brands (Itel, Infinix, and Tecno) reached its highest ever market share in Q1 2020 registering
78% YoY growth.
OnePlus’ growing presence in the ultra-premium segment (>INR 45000, $600) will help it to expand within the
same segment with its new 8 Pro series.
Apple grew a strong 78% YoY driven by strong shipments of iPhone 11 and multiple discounts on platforms like
Flipkart and Amazon. In the ultra-premium segment (>INR 45000,~$600 ) it was the leading brand with a market
share of 55%.
Poco debuted as an Independent brand, got off to a good start by capturing a 2% market share during its first
entire month of operations in March 2020. It was also among the top five brands in the INR 15-20K (~$200-$260)
price segment.
A GST hike was announced during the quarter which we expect will have an impact on OEMs margins and new
launches. A strong dollar and the GST hike will be detrimental to the mobile industry. Due to the hike, most of
the OEMs have already increased smartphone prices.
India Smartphone Shipments Market Share (%)

Brands 2019 Q1 2019 Q2 2019 Q3 2019 Q4 2020 Q1

Xiaomi 29% 28% 26% 27% 30%

Vivo 12% 11% 17% 21% 17%

Samsung 23% 25% 20% 18% 16%

 Realme 7% 9% 16% 8% 14%

Oppo 7% 8% 8% 12% 12%

Others 22% 19% 13% 14% 11%

*Ranking is according to the latest quarter.

Q4 2019 Highlights
The India smartphone market grew 7% YoY in both Q4 2019 and in 2019 due to the expansion of Chinese
brands with their aggressive pricing and promotional strategy.
Xiaomi grew 7% YoY in Q4 2019 and 5% YoY in 2019 driven by expansion in offline channels and the strong
performance of its Redmi Note series.
Vivo grew 76% YoY in 2019 and 132% YoY in Q4 2019 driven good performance of its budget segment series.
Samsung shipments remained almost flat YoY in 4Q19, while it has shown a 5% YoY decline in 2019 as a whole.
Samsung shipments were driven by its upgraded A and M series (A50s, A30s, M30s and A20s).
OPPO shipments almost doubled YoY in Q4 2019, due to demand for its budget segment device A5s and the
good performance of its recently launched devices A9 2020 and A5 2020 in the offline segment.
realme grew 255% in India in 2019. The growth of realme was driven by an aggressive go-to-market strategy
that involved launching several industry-first features with a strong design language. This is resonating well
among young consumers seeking value-for-money devices. 
Transsion Group (Itel, Infinix, and Tecno) reached its highest ever market share in Q4 2019. Transsion remained
strong in tier 3, tier 4 cities and rural India. Itel was the number one smartphone brand in the entry-level sub-
INR 4,000 (US$ 60) price segment, while Tecno and Infinix showcased YoY growth in INR 6000-INR 10000 (US$
86-US$ 142) segment by bringing aggressive features at lower price-points like 6.6-inch displays, 20:9 aspect
ratio, 5000 mAH battery, etc.
Apple was one of the fastest-growing brands in Q4 2019 driven by multiple price cuts on its XR
device, thanks to local manufacturing in India.

India Smartphone Shipments 2019 2019 2019 2019

 Market Share (%) 2018 Q1 Q2 Q3 Q4

Q4

Xiaomi 27% 29% 28% 26% 27%

Vivo 10% 12% 12% 17% 21%

Samsung 20% 24% 25% 20% 19%

Oppo 7% 7% 8% 8% 12%

Realme 8% 7% 9% 16% 8%

Others 28% 21% 18% 13% 13%

*Ranking is according to latest quarter.

Click here to read about India smartphone market in Q4 2019.

Q3 2019 Highlights
Xiaomi recorded in highest ever shipments with a 26% share. Its shipments grew 7% YoY driven by good
performance of its models in the online segment.
Samsung shipments declined by 4% YoY,however, it has shown 3% growth QoQ driven by its budget
segment device Galaxy A2 Core and its upgraded A series and M series (A30s, M30s, A10s, A50s and M10s).
Vivo reached its highest ever share in the India smartphone market driven by good performance of its mid-
segment series (vivo S1 and Y17) and increased focus towards the online segment with its recently launched
devices U10, Z1X and Z1 Pro.
Realme also recorded its highest ever shipments and is the fastest growing brand registering a 6X growth as
compared to last year when it entered the Indian market.
OPPO grew 12% YoY, due to demand for its budget segment device A5s and steady performance of its F11
series.

India Smartphone Shipments 2018 2018 2019 2019 2019

 Market Share (%) Q3 Q4 Q1 Q2 Q3

Xiaomi 27% 27% 29% 28% 26%

Samsung 23% 20% 24% 25% 20%

Vivo 10% 10% 12% 12% 17%

Realme 3% 8% 7% 9% 16%

Oppo 8% 7% 7% 8% 8%

Others 29% 28% 21% 18% 13%

*Ranking is according to latest quarter.

Q2 2019 Highlights
Xiaomi captured the top spot in Q2 2019 with a 28% share. Its shipments grew 6% YoY driven by portfolio
expansion and aggressive offline expansion in the budget segment.
Samsung shipments declined by 7% YoY, however, it has shown 30% growth QoQ driven by refreshed A
series and M series, price cuts of older J series and higher channel incentives during IPL season.
OPPO declined 3% YoY, however it has shown 53% QoQ growth due to new launches, consistent performance
of its F11 series and increased shipments towards the budget segment (A5s and A1K).
This is the third consecutive quarter that Realme has been within the top 5 brands driven by strong
performance of Realme C2 and Realme 3 Pro and various discount offers rolled out on online platforms.
Huawei’s trade ban also impacted India market as its shipments declined YoY, However, the brand continues
to be in the top ten smartphone brands category.
 2018 2018 2018 2019 2019
India Smartphone Shipments
Market Share (%)
Q2 Q3 Q4 Q1 Q2

Xiaomi 28% 27% 27% 29% 28%

Samsung 28% 23% 20% 24% 25%

 Vivo 12% 10% 10% 12% 12%

Realme 1% 3% 8% 7% 9%

Oppo 9% 8% 7% 7% 8%

Others 22% 29% 28% 21% 18%

*Ranking is according to latest quarter.

Q1 2019 Highlights
The market share of Chinese brands in the Indian smartphone market reached a record 66% during Q1 2019.
Xiaomi remained the smartphone market leader in Q1 2019 with a 29% share, though its shipments declined
by 2% YoY.
Samsung’s recorded a strong sell-in of premium Galaxy S10 series which drove overall ASP for Samsung.
Volumes for the Chinese brands grew 20% year-on-year (YoY) mainly due to the growth of Vivo, Realme, and
OPPO.
India Smartphone
Shipments Market Share 2018Q1 2018Q2 2018Q3 2018Q4 2019Q1
(%)

Xiaomi 31% 28% 27% 27% 29%

 Samsung 26% 28% 23% 20% 24%

vivo 6% 12% 10% 10% 12%

Realme – 1% 3% 8% 7%

Oppo 6% 9% 8% 7% 7%

Others 31% 22% 29% 28% 21%

*Ranking is according to latest quarter.

Q4 2018 Highlights
India’s overall mobile phone shipments grew 11% and smartphone shipments grew 10% with feature phones
growing faster (11%) than smartphones during 2018
In terms of revenue, the market grew even faster with a growth rate of 19% during the year with Samsung,
Xiaomi, vivo, OPPO and Apple being the market leaders by revenue.
Jio was the overall market leader across all handset types in 2018, with a market share of 21%.
Samsung has been holding the pole position by shipments in the smartphone market since 2012 when it
dethroned Nokia. It was also the category leader in feature phones since 2015.
India Smartphone
Shipments Market Share 2017Q4 2018Q1 2018Q2 2018Q3 2018Q4
(%)

Xiaomi 25% 31% 28% 27% 27%

Samsung 23% 26% 28% 23% 20%

 vivo 6% 6% 12% 10% 10%

Oppo 6% 6% 9% 8% 7%

Micromax 5% 3% 1% 9% 5%

Others 35% 28% 22% 23% 31%

*Ranking is according to latest quarter.

Q3 2018 Highlights
Smartphone segment contributed to half of the total handset market during Q3 2018.
Top five brands captured 77% share of the total smartphone market during the quarter.
In the smartphone segment, Xiaomi recorded its highest ever shipments in India in a single quarter driven by
the new Redmi 6 series and expansion in offline channels.
Samsung record shipments were driven by J series. Demand for J6 and J8 remained strong. Apart from this it
also launched the Android Go edition, Galaxy J2 core, giving it a much-needed offering in the sub $100 segment.
India Smartphone
Shipments Market Share 2017Q3 2017Q4 2018Q1 2018Q2 2018Q3
(%)

Xiaomi 22% 25% 31% 28% 27%

Samsung 23% 23% 26% 28% 23%

 vivo 9% 6% 6% 12% 10%

Micromax 6% 5% 3% 1% 9%

Oppo 8% 6% 6% 9% 8%

Others 32% 35% 28% 22% 23%

*Ranking is according to latest quarter.

Q2 2018 Highlights
Smartphone segment contributed to half of the total handset market during Q2 2018.
Top five brands captured a record 82% share of the total smartphone market during the quarter
Apple had a slow quarter as it underwent changes in its distribution strategy. Apart from this, its domestic
assembling is yet to pick-up pace, which means the Cupertino giant is still relying on imports for its sales in
India.
Xiaomi recorded its highest ever shipments in India during Q2 2018. The growth can be attributed to its strong
product and supply chain strategy that has allowed it to launch products with a longer shelf-life than its
competitors and that too in the important sub INR 10000 (<US$150) segment.
India Smartphone
Shipments Market Share 2017Q2 2017Q3 2017Q4 2018Q1 2018Q2
(%)

Samsung 23% 23% 23% 26% 28%

Xiaomi 16% 22% 25% 31% 28%

 vivo 13% 9% 6% 6% 12%

Oppo 10% 8% 6% 6% 9%

Huawei 1% 1% 1% 3% 3%

Others 37% 37% 39% 28% 20%

*Ranking is according to latest quarter.

Q1 2018 Highlights
The Indian mobile phone market grew by 48% YoY in Q1 2018 driven by strong demand from the featurephone
segment. The smartphone market remained flat YoY.
The performance of Chinese brands remained strong, accounting for 57% of the total smartphone market in Q1
2018, up from 53% during Q1 2017. This is the highest ever contribution by Chinese players in the Indian
smartphone market.
Huawei’s Honor brand captured the fifth position for the first time ever, in the Indian smartphone market
due to the strong performance of Honor 9 Lite and Honor 7X across online channels.
India Smartphone
Shipments Market 2017Q1 2017Q2 2017Q3 2017Q4 2018Q1
Share (%)

Xiaomi 13% 16% 22% 25% 31%

Samsung 27% 23% 23% 23% 26%

 vivo 12% 13% 9% 6% 6%

Oppo 10% 10% 8% 6% 6%

Huawei 1% 1% 1% 1% 3%

Others 37% 37% 37% 39% 28%

*Ranking is according to latest quarter.

OPPO
REALME
SAMSUNG
SMARTPHONES
VIVO
XIAOMI

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