Samsung Electronics Regains No.1 Position in India Smartphone Market in Q3

India Q3 Smartphone and Mobile Phone Market Share No.1
Thanks to Online Strategy... Xiaomi Falls to 2nd Place

Q3 2020 India Smartphone Market Share (Source: Counterpoint)

[Asia Economy Reporter Han Jinju] Samsung Electronics has reclaimed the top spot in the Indian smartphone market for the third quarter, surpassing Xiaomi.

According to market research firm Counterpoint on the 29th, Samsung Electronics recorded a 24% market share in the Indian smartphone market, ranking first. Xiaomi (23%), Vivo (16%), Realme (15%), and Oppo (10%) followed. Samsung regained the leading position from Xiaomi, which had taken it in the third quarter of last year.

Including feature phones, Samsung also holds the number one position in the Indian mobile phone market with a 22% share. Following are Xiaomi (14%), Vivo (11%), Realme (10%), and Itel (%).

2020 Q3 India Mobile Phone Market Share (Source: Counterpoint)

In particular, Samsung Electronics showed a recovery in India that surpassed pre-COVID-19 levels. Counterpoint explained, "This is the result of an effective supply chain and a strategy covering various price ranges through new product launches," adding, "Samsung secured the top spot thanks to its active targeting of online channels and high online contribution."

Xiaomi's offensive is also formidable. Xiaomi fell to second place with a 4% decline compared to the same period last year, marking the first drop since the third quarter of 2018. This was due to supply chain impacts caused by COVID-19. Realme and Vivo grew by 4% compared to the same period last year. Apple is expected to increase its market share in the fourth quarter following the launch of the iPhone 12.

Smartphone shipments in India for the third quarter reached 53 million units, achieving a record high with a 9% growth compared to the same period last year. This was influenced by increased smartphone demand as well as rising feature phone sales. The feature phone market grew by 5% compared to the same period last year.

Silpi Jain, a researcher at Counterpoint, explained, "In early third quarter, anti-China sentiment intensified, affecting sales of Chinese smartphone brands, but manufacturers conducted aggressive marketing targeting the festival season," adding, "Interest in online channels increased due to COVID-19, and brands that were mainly offline are also raising their presence online."