Chinese smartphone maker Xiaomi has overtaken Samsung in the Indian smartphone market in the October-December quarter taking market leadership, as per a latest report by Singapore-based tracker Canalys.
Canalys estimates that Xiaomi shipped close to 8.2 million units during the quarter under review, while Samsung had shipped just over 7.3 million smartphones to take second place despite growing by 17%. As a result, Xiaomi now commands 27% of the Indian smartphone market with Samsung around 25%.
As per another tracker IDC, both Samsung and Xiaomi were tied at the top spot in the Indian smartphone market in July-September quarter with 23.5% share each.
Ishan Dutt, research analyst at Canalys said “Xiaomi’s persistence has paid off. Its results are commendable, given it entered the market just three years ago. Multiple factors have contributed to Xiaomi’s growth, but the key reason for its current success lies in the autonomy that it granted its Indian unit, letting it run the business locally. Localization in channel strategy, marketing and products has been evident in Xiaomi’s Indian operations.”
Vivo, Oppo and Lenovo rounded out the top five, while total smartphone shipments were just shy of 30 million units. The researcher also estimates that the Indian smartphone market grew by 6% overall.
As per GfK, which tracks sales to end consumers, in the last (November) quarter Samsung had a 45% value market share and 40% volume market share. Samsung is a full range player and leads the smartphone business across every segment of the India market in 2017
Canalys analyst Rushabh Doshi said “It has been unable to win over cost-conscious consumers, losing market share in the sub-Rs 15,000 segment to Xiaomi quarter after quarter. Despite its ability to offer better margins and funding to the offline channel, consumer demand for Samsung’s devices has been weak. But it has far superior R&D, and a better hold on the supply chain due to its strong components business. Intense fight between Xiaomi and Samsung will continue in 2018, as Samsung plans to revamps its low-cost portfolio and fights to take back the aspiration status it once held in minds of Indian consumers. As Xiaomi’s market share reaches saturation point in India, and the market continues to shrink in China, it must contend with slower growth for its smartphone business as it begins to expand in other countries.”