Shipments in the Indian smartphone market grew 1-5% to about 153 million to 156 million units in 2024, with Chinese brands Vivo and Xiaomi taking the top two slots, pushing Korea’s Samsung to third, according to market trackers Counterpoint Research and Canalys.
Counterpoint estimates the Indian smartphone market to have grown 9% by value in 2024 to a record high, led by Apple, as more consumers purchased expensive smartphones with 5G and artificial intelligence-enabled capabilities.
“2024 began on a positive note, with early growth, steady inventory levels and a favourable market outlook. However, momentum slowed as the year progressed due to softened consumer demand and macroeconomic pressures,” the research firm said in a report. “Value premiumisation trends remained strong, driving the overall market to record its highest-ever revenue.”
Both Counterpoint and Canalys expect market volumes in 2025 to grow in single-digit percentage. Counterpoint projects value growth to reach another record high this year, with premiumisation continuing as the key driver.
In the fourth quarter ended December 31, both Counterpoint and Canalys said India’s smartphone market slipped 4% on year due to post-festive slumps, with vendors focused on clearing Q3 inventory. In the October-December period, Vivo took the pole position with a 20% volume share, followed by Xiaomi, Samsung, Oppo and Apple, Counterpoint said.
For 2024 as well, Vivo took the top position with a 19% volume share, up from 17% in 2023. Second-ranked Xiaomi’s share remained unchanged at 17%, and Samsung slipped to the third position, and saw its share shrivel from 18% in 2023 to 16%, according to Counterpoint. Oppo and Realme ranked fourth and fifth in 2024 with a volume share of 15% and 11%, respectively.
Apple led the market with a 23% value share in 2024, down from 24% in 2023, whereas second-ranked Samsung’s share grew from 21% to 22%. Vivo (15%), Oppo (14%) and Xiaomi (9%) took the third, fourth and fifth ranks, respectively, as per Counterpoint.
“India’s smartphone market is showing signs of maturity, with stable volumes affected by low entry of new users into the ecosystem. Replacement cycles are increasing as entry- and mid-range devices continue to improve each year,” said Counterpoint senior research analyst Shilpi Jain.
