Highlights

• The Indian smartphone market records 44 million shipments in Q3, maintaining year-on-year stability.
• Samsung tops the market share at 16.2%, albeit with a slight year-on-year decline.
• 5G smartphones gain momentum, accounting for 58% of the total shipments in the Indian market.

The Indian smartphone market has exhibited a consistent performance with 44 million units shipped in the third quarter of the year, marking a stable year-on-year growth.

During this period, Samsung led the Indian smartphone market share, despite witnessing a slight decline when compared to its standing in the third quarter of 2022.

According to IDC, the International Data Corporation, September 2023 experienced the lowest smartphone shipment numbers since 2019, a trend that’s been put down to reduced consumer demand and the elevated pricing of devices.

The Indian smartphone market’s average selling price (ASP) was reported at US$253, approximately Rs 21,000, representing a year-on-year growth of 12 percent and a 5 percent increase from the preceding quarter.

Growth in the Indian Smartphone Market’s 5G Segment

The 5G smartphone segment within the Indian smartphone market has shown a significant upturn, capturing 58 percent of the total smartphone shipments in Q3 2023.

The quarter saw 25 million 5G devices shipped, with the ASP of 5G smartphones declining by 9 percent year-on-year.

Leading the 5G charge were models like the Samsung Galaxy A14, Apple iPhone 13, and Xiaomi Redmi 12.

IDC’s insights also highlighted that the introduction of budget-friendly 5G smartphones and numerous discount offers were pivotal in the growth of this sector.

The prevalence of 5G smartphones in the mass budget category (priced between US$100 to US$200, approximately Rs 8,300 – Rs 16,600) surged from 34 percent in Q2 to 52 percent in Q3.

Dominance of Samsung in Q3 2023

Within the Indian smartphone market, Samsung retained its prime position with a 16.2 percent market share, although this represents a 12.2 percent year-on-year decline from its 18.5 percent market share in the same quarter of the previous year.

Other significant players in the Indian smartphone market included Realme with a 15.1 percent share, Vivo with 13.9 percent, and Xiaomi with 11.7 percent.

Year-on-year growth was observed for Realme and Vivo, whereas Xiaomi saw a decline of 32.4 percent.

This positions Realme and Vivo as gaining traction within the Indian smartphone market, while Xiaomi appears to be receding.

Surge in the Premium Smartphone Segment

The premium segment of the Indian smartphone market, encompassing phones priced between US$600 (about Rs 50,000) and US$800 (about Rs 66,500), achieved the highest growth rate at 52 percent.

The quarter’s success was largely due to sales of high-end models like the Apple iPhone 13, Samsung Galaxy S23/23 FE, and Moto Razr 40, contributing to this segment’s three percent market share.

The Indian smartphone market’s super-premium segment, featuring phones priced above US$800 (approximately Rs 66,500), also saw significant growth at 43 percent.

Apple’s iPhone 13/14/14 Plus and Samsung’s Galaxy Z Fold5/Flip5 alongside the Galaxy S23+/S23 Ultra spearheaded this segment, which now claims a six percent share, an increase from four percent in the third quarter of the previous year.

FAQs

Q1: How did the Indian smartphone market perform in the third quarter of 2023?

A1: The Indian smartphone market demonstrated consistent year-on-year growth during the third quarter of 2023, with a total of 44 million units shipped. Samsung maintained its position as the market leader despite a slight dip in market share compared to the previous year.

Q2: What trends were observed in the 5G smartphone segment in India?

A2: The 5G segment within the Indian smartphone market experienced robust growth, with 5G device shipments reaching a 58% share of the total market. This growth was facilitated by the launch of budget-friendly 5G models and various discounting strategies.

Q3: Which smartphone brands are leading in India’s premium market segment?

A3: In India’s premium smartphone segment, significant growth was led by high-end models such as the Apple iPhone 13 and the Samsung Galaxy S23 series. The segment itself grew by 52%, indicating a healthy consumer interest in premium devices.

Q4: Has there been a change in the average selling price (ASP) of smartphones in India?

A4: Yes, there has been an increase in the ASP of smartphones in the Indian market, with a rise to approximately Rs 21,000 (US$253). This represents a 12% year-on-year growth and a 5% increase from the previous quarter.

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