India smartphone market reaches 37 mn, Xiaomi retains lead in Q2

The smartphone shipments in India grew to 37 million units, registering single-digit growth annually during Q2 2019, according to the latest research from Counterpoint.
India smartphone share Q2 2019
New launches, price cuts on older devices and channel expansion across brands were the main growth drivers.

Xiaomi has captured the top position in the Indian smartphone market in Q2 2019 with 28 percent share — showing flat growth from Q2 2018. Xiaomi’s smartphone shipments rose 6 percent driven by portfolio expansion and offline expansion in the budget segment.

Reliance Jio’s share in the feature phone market fell to 28 percent in Q2 2019 from 47 percent in Q2 2018. Samsung Electronics has increased its share in the in the feature phone market to 21 percent from 9 percent.

Anshika Jain, research analyst at Counterpoint Research said: “The top five brands’ contribution to the shipments volume reached its highest ever level driven by new launches and hybrid channel strategy in India.”

Samsung’s smartphone shipments declined 7 percent. Samsung has achieved 30 percent growth driven by refreshed A series and M series, price cuts of older J series and higher channel incentives during IPL season.

BBK Group (the combined holding group of OPPO, vivo, Realme and OnePlus) captured the top spot in India smartphone market for the first time ever with a combined 30 percent share in Q2 2019.

OPPO and vivo increased their offline channel incentives on their entry to mid-level devices like A5 and Y91i to drive volumes coupled with promotions for IPL and Cricket World Cup events. Both OPPO and vivo have increased their focus on online channel expansion strategy.

Vivo’s smartphone shipments remained almost flat. OPPO’s smartphone business fell 3 percent. OPPO has achieved 53 percent quarter on quarter growth due to new launches, performance of its F11 series and increased shipments towards the budget segment.

Huawei’s smartphone shipments declined in India due to trade ban.

OnePlus surpassed Samsung to become the number one player in the Indian premium smartphone market driven by strong demand for its OnePlus 7 series.