The smartphone market in India is hot, with fierce competition from major brands
In the 2024 quarter, India's smartphone market continued its rapid growth trend last year, with overall shipments reaching 35.3 million units, up 15% year-on-year. This huge number reaffirms India's position as one of the world's largest smartphone consumer markets.
In this vast market territory, major mobile phone brands are wrestling for market share. According to the data, Xiaomi shipments in the quarter were the most eye-catching, reaching 6.4 million units, up 29% year-on-year. Xiaomi's market share increased by 2 percentage points from the same period last year to 18% thanks to the hot sales of new series such as the Redmi Note 13.
It was followed by Samsung and Vivo with shipments of 6.7 million and 6.2 million units, respectively. Samsung, an established giant, saw its market share fall 2 percentage points to 19% despite a 6% year-on-year increase in shipments. Vivo, on the other hand, maintained a solid growth of 14% and its market share remained flat at 18%.
Realme's performance was also very impressive, with shipments up 17% year-on-year to 3.4 million units, with a market share of 10%, up 1 percentage point from the same period last year. On the other hand, OPPO's shipments fell 4% year-on-year to 3.7 million units, and its market share also fell by 3 percentage points to 10%.
Xiaomi is rising, Samsung is declining, and vivo is stable and rising
In the competitive landscape of the Indian smartphone market, Xiaomi's performance is the brightest. According to the data, Xiaomi's shipments in the 2024 quarter will reach 6.4 million units, a year-on-year increase of 29%, and its market share will also climb to 18%. This is mainly due to Xiaomi's strategic layout and product strategy in the Indian market.
With the strong performance of popular new series such as the Redmi Note 13, Xiaomi has successfully seized a large number of low-end markets. Not only do these models offer excellent performance features, but they are also affordable and popular with younger consumers. Xiaomi is also increasing its marketing efforts, further enhancing its brand awareness and influence through online and offline multi-channel promotion.
Samsung, which has long held the leading position in the Indian market, saw its market share fall to 19% from 21% last year, although shipments increased 6% year-on-year to 6.7 million units. According to the people, Samsung's main challenge in the Indian market comes from the serious homogenization of the low-end product line, coupled with some shortcomings in the marketing strategy, which has weakened its leading edge in this key market to a certain extent.
Samsung's performance in the premium flagship market remains strong. The popularity of the Galaxy S24 series has brought a lot of incremental sales to Samsung, mainly due to its powerful artificial intelligence capabilities and well-planned marketing campaigns. In the future, while continuing to maintain its leading position in the high-end market, Samsung will also increase its efforts to develop the low-end market.
Another brand that performed well was Vivo, which shipped 6.2 million units, up 14% year-on-year, and maintained its market share at 18%. vivo has always adhered to the concept of "focusing on experience and understanding young people better", and has made many attempts in product innovation and marketing strategies, and has achieved gratifying results. For example, the vivo X90 Pro+ has won the favor of many young users with its excellent imaging system and stylish design.
The Indian smartphone market has a promising future, and innovation is key
Looking at the Indian smartphone market in the quarter of 2024, it is not difficult to see that this huge market is undergoing drastic changes. On the one hand, the leading edge of traditional giants such as Samsung has been affected to a certain extent, and on the other hand, brands such as Xiaomi, Vivo, and Realme are rapidly expanding their market share with innovative products and marketing strategies.
The root of this change stems from the characteristics of India as an emerging market itself. As one of the most populous countries in the world, India has a huge young population dividend, and they have a strong demand for smartphones and more fashionable and personalized products. Indian consumers are also more sensitive to the price of mobile phones, and the low-end market will undoubtedly be the main battlefield in the future.
In the face of such a market environment, major mobile phone brands are actively adjusting their products and marketing strategies. For example, Xiaomi has successfully seized a large number of low-end markets with its cost-effective Redmi series, vivo has won the favor of young people through its fashionable design and imaging system, and realme has rapidly expanded its influence by relying on the advantages of online marketing.
For old giants such as Samsung and OPPO, how to further develop the low-end market while maintaining a leading position in the high-end market will be a problem that needs to be solved in the future. Only by continuous innovation can we be invincible in this white-hot market competition.
The prospects for the Indian smartphone market remain bright. It is predicted that by 2025, India's smartphone shipments will exceed 200 million units, making it the second largest smartphone consumer market after China. Major mobile phone manufacturers will invest more resources in this land, increase product innovation and marketing efforts, in order to occupy a more favorable position in the future competition.