The last quarter of 2019 has been an eventful one in terms of smartphone launches and events. Many new smartphones arrived in India, and well, thanks to the steady growth of the Indian smartphone market, now India has surpassed the US to become the second-largest smartphone market in the world, just behind China. It is the first time India beat the US with 158 million smartphone shipments in 2019 with a 7% year-on-year growth. These figures come from Counterpoint Research, and Counterpoint has shared more details and deep insights into the Indian smartphone market as well.
Right now, India is the biggest market for Xiaomi, beating its home market China, driven by offline expansion & budget Redmi smartphones. In terms of market share in India in 2019, Xiaomi is the number one with close to one-third of the smartphone sales at a 28% share. Samsung isn’t much behind, either with a 21% share.
These two brands combined contribute to 52% of the Indian smartphone market. While Vivo, Realme, Oppo, and others have 16%, 10%, 9%, and 16% hold on the market. Here things have turned rather interesting as Realme, a brand that has origins back to Oppo, has now been able to capture a more significant chunk of smartphone consumers with aggressive pricing, fast expansion, and retail presence. If we look at the data for just the fourth quarter of 2019, Xiaomi and Samsung lead with 27% and 21% share in the smartphone market. Realme seems quite unstoppable at this moment, with a growth rate of 255% in 2019, which is massive.
Apple has gained a bit of momentum in the Indian smartphone market, finally, thanks to iPhone XR price cuts and also, since probably for the first time, Apple aggressively priced the newly launched iPhone 11 in India.
In terms of sales from Q4 2019, Vivo has shown some impressive figures with 132% growth year-on-year in this particular period, doubling its sales. Also, compared to 2018, Vivo has grown its market share by 76%. But, for Samsung, things aren’t that good when we see the data from Q4 2018 and Q4 2019, as the figures are literally stagnant. When compared with 2018, Samsung has rather seen a decline in smartphone market share, dropping from 24% to 21%. Realme has a market share of 8% in Q4 2019, which is the same as last year.
In terms of overall market growth, the Indian smartphone market has grown by 7%, compared to 2018. Transsion Group, which owns Itel, Infinix, and Tecno, reached its highest ever market share in Q4 2019. Itel was the number one smartphone brand in the entry-level smartphones at around Rs. 4000, while its other brands Tecno and Infinix, have shown some growth with smartphones priced between Rs. 6000 and Rs. 10000.