Smartphone Market Share in India (Jun 2023)

Xiaomi leads the monthly market share of smartphone shipments in India with 24.68%. It is followed by Vivo with 16.42% and Samsung with 15.45%. Realme, OPPO, OnePlus, and Apple follow the top three, with 13.80%, 12.09%, 4.29%, and 3.89% market penetration rates, respectively.

There is a significant difference in consumer demand between India’s top five smartphone vendors from the rest. The top 5 vendors dominate and take more than 70% of the market share, while the other vendors take less than 5% market share each in the same period.

India’s smartphone shipments increased at varying rates by brand, with Xiaomi having the highest market share in the most recent quarter, with 24.87%. However, that rate is a 1.82% decline from the first quarter of 2022. In contrast, Vivo’s quarterly market share increased, rising from 15.02% in the first quarter of 2022 to 16.54% in the most recent quarter.

Samsung, Realme, OPPO, and OnePlus are following these top smartphone brands in India, with a market share of 15.41%, 13.96%, 12.14%, and 4.19%, respectively. Apple trailed with 3.67% in the most recent quarter, a decrease of 0.21% from early 2022.

XIaomi leads India’s overall 2023 market share for smartphone manufacturers with a 24.85% market share. Xiaomi’s market share remain robust since taking the top spot in the overall smartphone market in India in 2020. Vivo follows with a yearly market share of 16.54%. Vivo has only recently risen to the second position after beating Samsung. While Samsung currently takes the third spot at 15.42%, it had previously been the top smartphone brand in the country from 2014-2019 and then slid to the second position from 2020-2022.

Xiaomi’s market share in India is 24.68% as of this month, making it the country’s leading smartphone manufacturer. However, this is a 2.35% decline from Xiaomi’s peak monthly market share in 2022 at 27.03%.

The current quarterly market share of Xiaomi is 24.87%, a 1.82% decrease from the earliest quarter of 2022. However, it continues to be the market leader in overall quarterly brand share. Xiaomi achieved its highest quarterly share in 2022 with a 26.69% market share.

Xiaomi’s current yearly market share is 24.85%, a 2.46% decrease from its peak of 27.31% in 2021. Even though its brand share declined, Xiaomi continued to dominate the Indian smartphone market as it remained on top among other smartphone brands since 2020, taking the highest spot from Samsung.

Samsung currently ranks third in the Indian smartphone market, with a monthly market of 14.45%. It comes after Xiaomi and Vivo in first and second place, respectively. (Source: StatCounter)
It wasn’t only until January 2023 that Samsung slid to the third spot. Samsung used to hold second place in terms of market share in India since 2020. From 2014 to 2019, Samsung was the largest smartphone company in India in terms of market share.

Samsung led the affordable premium smartphone segment in the first quarter of 2022.

Samsung’s current quarterly market share is 15.41%, a decrease of 2.16% from Q1 2022. Quarterly data from 2022 show that the company peaked at 17.57% market share in the first quarter of 2022 and recorded the lowest in the third quarter at 16.60%. Nevertheless, the brand remains in the top three on the list of the biggest smartphone brands in the Indian market.

Samsung’s most recent annual market share in the India smartphone market is 15.54%, a slight decline from 2022 of around 1.57%. The brand’s figures have significantly decreased in recent years. Samsung’s yearly market share peaked in 2014 at 31.81%, and the company took 20% or higher from 2012 to 2020. It only had 18.82%market share in 2021, however, and is continuously seeing a downward trend. It went from being the top vendor in the country in 2014 to the third rank in 2023.

Vivo is currently ranked second in India’s overall smartphone market, with a 16.42% monthly market share. It trails behind Xiaomi by 8.26% and is closely leading Samsung by 0.97%.

Vivo’s current quarterly market share is 16.54%, a 1.52% increase compared to the beginning of 2022. The brand has seen an upward trend in its most recent quarters and eventually unseated Samsung from the second position. Samsung held the second-largest market share in India from 2020 to 2022.

Vivo’s yearly market share in 2023 is 16.54%, an increase of 0.81% from the previous year. Vivo’s market penetration has shown significant growth in just a few years. In 2020, the company only had a 1.24% market share.

Huawei’s current brand share in the Indian smartphone market is 0.70%. It ranks 11th among the country’s top smartphone brands.

Huawei’s most recent quarterly market share in India is at 0.72%, placing it among the top 11 manufacturers in the country. Compared to the first quarter of 2022, the brand’s market share decreased by 0.43%. Huawei has seen a downward trend in brand share in the most recent quarters.

Huawei ranks 11th in the India smartphone market, with a current annual market share of 0.72%, a 0.26% decrease from 2022, and the company’s lowest since 2017. The brand’s yearly market share peaked in 2019 at 2.66%.

OPPO is in the fifth position among India’s most popular smartphone vendors, with a monthly market share of 12.09%. This is a 0.08% increase compared to the brand’s peak monthly market share in 2022 at 12.01%.

OPPO is included in the top five brands in the India smartphone market, with a quarterly brand share of 12.14%. Its market share increased by 0.64% compared to Q1 2022.

According to Counterpoint Research, OPPO grew 12% year-on-year in the third quarter of 2019 due to consumer demand for their A5s, their budget segment device, and their F11 series, which is considered to have reliable performance.

Oppo recorded a yearly market share of 12.14% in 2023, up by 0.58% from the previous year, and is the highest market share for the brand thus far. The brand has shown steady and consistent growth since 2014.

Apple has a 3.89% monthly market share in the Indian smartphone market, putting it among the top seven smartphone vendors in the country. Despite being one of the leading smartphone brands globally, Apple hasn’t quite managed to breach a 5% market share in the Indian market.

Apple’s latest quarterly market share in India is 3.67%, a 0.21% decrease from the first quarter of 2022. Apple’s quarterly brand share in 2022 peaked in the third quarter at 4.17%.

Apple led the premium smartphone segment (at more than 30,000 Indian rupees) in the first quarter of 2022, followed by Samsung.

Apple had a market share of 3.68% in 2023, a decrease of 0.24% from 2022. The brand had the highest yearly market share of 3.92% in 2022. Despite taking almost 30% smartphone market share worldwide, Apple has never reached more than 4% yearly market share in India.