Samsung Retains Lead as India’s Tablet Market Shrinks 19.7% in Q3 2025, Xiaomi Rises to Third: IDC

Highlights

• India’s tablet shipments fell 19.7% YoY in Q3 2025 to 1.33M units, with slate tablets down 29.4% but detachable tablets up 7.3%.
• Consumer segment grew 13.5% driven by festive sales, online retail (+53.9%), while commercial shipments plunged 53.5% with education (-61.9%) and small offices (-47.9%) hardest hit.
• Samsung led with 37.5% share followed by Lenovo (16.8%), Xiaomi (15.5%), Apple (9.2%), and Acer (7.9%).

Caption – India’s Tablet Market Shrinks 19.7% in Q3 2025. (Image credit – Samsung)

India’s tablet market declined sharply in Q3 2025 with total shipments falling to 1.33 million units and a 19.7 percent drop year-over-year, according to the IDC Worldwide Quarterly Personal Computing Device Tracker. The overall category, which includes slate and detachable tablets, showed mixed performance. Detachable tablets grew 7.3 per cent, but slate tablets dropped 29.4 per cent.

IDC says the main reason for the decline was weak commercial demand, even though the consumer market saw its strongest growth in more than ten years.

The consumer tablet segment grew 13.5 percent year-over-year. This rise was driven by festive season demand, strong promotional offers, bank deals and updated product lineups. Vendors also pushed more inventory into online channels to make the most of major sale events.

This consumer growth stood in contrast to the commercial market, which continued to struggle. Online retail, however, performed well and recorded a 53.9 percent growth compared to last year. On the other hand, commercial tablet shipments fell by 53.5 percent. The education sector was hit the hardest with a 61.9 percent drop due to delayed tenders. Shipments to small offices also fell 47.9 percent as budgets tightened and device replacement cycles became longer.

Priyansh Tiwari, research analyst at IDC India & South Asia, said festive online sales helped boost tablet adoption, especially in smaller cities. He explained that tablets are now being used not just for entertainment but also for work when paired with accessories such as keyboards and styluses. Even with strong consumer demand, he noted that channel inventory is still high and may need correction, although sell-through remains strong.

“Festive e-tail sales provided a significant boost to India’s consumer tablet market, expanding penetration into lower-tier cities through competitive pricing and efficient logistics. Tablets are increasingly emerging as a viable device for both content consumption and creation, especially when bundled with a stylus and keyboard. While channel inventory remains elevated for most vendors and may require correction in the coming quarter, strong sell-through trends indicate that the consumer segment is well-positioned to maintain its growth momentum,” said Priyansh Tiwari , research analyst, IDC India & South Asia.

Top Five Tablet Brands – Samsung Ranks on Top

Caption – IDC Worldwide Quarterly Personal Computing Device Tracker, 2025. (Credit – IDC)

Korean consumer brand, Samsung led the Indian tablet market in Q3 2025 with a 37.5 percent share. It topped both the commercial segment with 49.7 percent and the consumer segment with 32.6 percent, supported by government education projects and strong online sales. Lenovo came in second with a 16.8 percent share, helped by its 19.3 percent consumer share and growing enterprise demand. Motorola-branded tablets also supported its push toward younger users.

Xiaomi secured third place with a 15.5 percent share, driven by a strong 21.8 percent share in the consumer category. Competitive pricing, exchange deals and bundled accessories during online sales all played a role. Apple ranked fourth with 9.2 percent, maintaining steady demand in enterprise and education. Acer finished fifth with a 7.9 percent share, benefiting from the completion of education-focused projects and a solid 26.4 percent commercial share.

Bharath Shenoy, Research Manager, Devices Research, IDC India & South Asia, said, “India’s tablet market continues to show resilience, with growth opportunities emerging across both consumer and commercial segments. As advanced AI capabilities become more integrated, tablets are evolving into handy productivity devices, offering personalized experiences and more efficient workflows. At the same time, rising PC prices are expected to increase further in the coming quarters. In this environment, tablets are becoming a compelling choice for first-time buyers and a cost-effective option for government-funded initiatives, effectively filling the gap left by traditional PCs.”

FAQ

Q1. How did India’s tablet market perform in Q3 2025?

Answer. Shipments fell 19.7% year-over-year to 1.33 million units, with slate tablets down 29.4% but detachable tablets up 7.3%.

Q2. What drove consumer tablet growth despite the overall decline?

Answer. The consumer segment grew 13.5% YoY, boosted by festive season demand, online retail (+53.9%), promotions, and bundled accessories.

Q3. Which brands led the Indian tablet market in Q3 2025?

Answer. Samsung topped with 37.5% share, followed by Lenovo (16.8%), Xiaomi (15.5%), Apple (9.2%), and Acer (7.9%).

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