India’s smartphone market achieved an unprecedented value in Q3 2024, marking a 3% year-on-year (YoY) increase in shipments and a notable 12% growth in market value. This growth underscores the increasing premiumization trend, as consumers gravitate toward higher-priced devices and /more advanced features, alongside the festive season’s impact. According to Counterpoint’s Monthly India Smartphone Tracker, the premium segment and proactive supply chain strategies played key roles in these record-breaking results.

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Key Points

Market Surge: India’s smartphone market saw a 3% YoY rise in volume, with a record-breaking 12% growth in value.

Premiumization Trend: Increased demand for premium devices fuels market value.

Samsung Leads by Value: Holds a 23% share, closely followed by Apple at 22%.

Vivo Reclaims Top Spot: Leads shipments with a 19% share, followed by Xiaomi.

5G Dominance: 5G models captured 81% of smartphone shipments.

Festive Season Prep: OEMs optimized supply chains in anticipation of high sales.

Premium Brands Lead Market Value Growth

The premiumization trend has driven an increase in India’s smartphone market value, with consumers showing a greater willingness to invest in premium models, often influenced by attractive financing options. Samsung held the top spot in terms of value share at 23%, benefiting from a strategic focus on its flagship Galaxy S series and mid-tier A series, which offer advanced features like Galaxy AI. Meanwhile, Apple closely followed with a 22% value share. The brand’s market expansion into smaller cities and heavy promotion of its latest models, like the iPhone 15 and iPhone 16, boosted its position, making it the go-to choice for India’s premium smartphone buyers.

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Volume Dynamics: Vivo Reclaims Top Spot, Xiaomi Follows

Q3 2024 saw several major sales events organized by both OEMs and distributors, accompanied by impactful offline campaigns. These initiatives enabled OEMs to clear inventory, restock with new launches, and prepare for the festive rush. Vivo claimed the highest shipment share, driven by a diverse portfolio and the successful expansion of its T series, while Xiaomi secured second place with a 3% YoY growth. OPPO emerged as the fastest-growing brand among the top five with a remarkable 41% YoY growth, propelled by aggressive marketing and new product introductions.

Notable Market Trends

Nothing’s Impressive Growth: The brand recorded 510% YoY growth, fueled by portfolio expansion and strategic partnerships across over 800 retail outlets in 45 cities.

Motorola’s Budget-Friendly Focus: Achieved 87% YoY growth by catering to the budget segment, appealing to smaller cities with an emphasis on CMF (color, material, finish).

5G Continues to Dominate: 5G smartphones reached 81% of total shipments, with 93% penetration in the budget segment (INR 10,001-INR 15,000).

Enhanced Multimedia Features: Increasing focus on audio-visual features like Dolby Atmos and Dolby Vision, expected to attract more consumers in the future.

Chipset Market Leaders

MediaTek held a strong lead in India’s smartphone chipset market with a 54% share, while Apple dominated the premium segment with a 35% share. Qualcomm also maintained a strong presence with a 28% share, catering to both mid-range and high-end smartphones.

Feature Phone Market Performance

itel led the feature phone segment with a 36% share, followed by Lava with a 26% share. This segment continues to see demand due to affordable pricing and robust distribution networks, particularly in rural areas.

Pricing and Availability

The average price point for smartphones continues to rise as consumers prioritize advanced features and premium models. Samsung, Apple, and other brands have increased their offerings in higher price bands, while OEMs are expected to focus on maintaining healthy stock levels and offering various financing options to attract budget-conscious buyers.

Conclusion

India’s smartphone market has seen robust growth in both volume and value, driven by a shift toward premium models and strategic supply chain management. As consumer demand for advanced features grows, brands like Samsung and Apple continue to dominate the value segment, while Vivo leads in volume. The trend toward premiumization, coupled with increasing 5G adoption, is expected to continue shaping the Indian smartphone landscape, making it a dynamic market with high consumer engagement and a broadening demand for innovative products.

Source @ counterpointresearch