The smartphone market in India recorded its highest-ever decline in Q1 2023 i.e. the period from January to March. As per Counterpoint Research’s Market Monitor,  smartphone shipments in the country fell 19 percent year-on-year to 31 million units in Q1, 2023. This is also the third consecutive quarterly decline in smartphone shipments. 

Smartphone shipments in India see highest decline in Q1, 2023

The reason for the decline in the Indian smartphone market is said to be due to sluggish demand, growing preference for refurbished phones, and high inventory build-up from 2022. Additionally, there is a shift in consumer behavior with demand now centered around promotional periods. Counterpoint Research forecasts a similar situation in Q2, 2023 with growth returning only in the second half of the year due to faster 5G upgrades, easing macro pressure, and the festive season. 

As per the Counterpoint Research’s report, the Rs 30,000 – 45,000 and above Rs 45,000 price segments recorded 60 and 66 percent growth in shipments respectively. Meanwhile, the share of shipments in the Rs 10,000 to Rs 30,000 slipped by as much as 35 percent in Q1. 5G smartphone shipments crossed 40 percent for the first time. 

South Korean major Samsung led the smartphone market in India in Q1, 2023 for the second straight quarter with a 20 percent share. It also led the 5G phone shipments with a 24 percent share. Vivo came in second place with a 17 percent share. Xiaomi fell to the third spot with a 16 percent share and a 44 percent year-on-year decline. This is due to weak demand in the sub-Rs 10,000 segment, over-dependence on online channels, and a confusing portfolio. OPPO bagged the fourth position with 12 percent share whereas Realme slipped to the fifth place with a 52 percent YoY decline. 

Additionally, apart from the top five lists, OnePlus became the fastest growing brand with 72 percent YoY growth driven by Nord CE 2 Lite and OnePlus 11 series. Apple also clocked 50 percent growth. The Cupertino-based tech giant registered 32 and 62 percent shares in the premium and ultra-premium segment respectively. 

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Smartphone shipments in India declined in the first quarter of 2022. The decline is also for the third consecutive quarter in a row. The report comes from International Data Corporation’s (IDC) worldwide quarterly mobile phone tracker. The January – March period recorded 37 million smartphone shipments, which is a 5 percent drop year-on-year during the same period last year. 

The third COVID wave, supply shortages, and rising inflation were the reasons for low shipment levels. Offline shipment channels also fell 13 percent YoY basis. Due to increased prices of new and existing devices, the average selling price (ASP) also rose to an all-time high of Rs 17,000 ($221) for the fourth consecutive quarter. 

As per the report, Xiaomi led the smartphone shipments with 8.5 million units and a 23.3 percent market share. Samsung came second with 7 million units, whereas Realme and Vivo bagged third and fourth spots with 6 and 5.5 million shipments, respectively. OPPO completed the top five list with 3.5 million shipments. Barring Realme, all four brands had a negative year-on-year change in shipments for Q1 2022. 

Only Realme managed to clock yearly growth in India during the period, with a 46.3 percent rise compared to Q1 2021. 

Xiaomi dominated the online channels with a 32 percent share. Samsung’s Galaxy S22 series witnessed a strong demand. The South Korean brand maintained its lead in the 5G segment with a 29 percent share, thanks to the Galaxy M32 and Galaxy A22. Realme stuck to the second position in the online space driven by affordable C-series smartphones. Meanwhile, Vivo led the offline channel with a 24 percent share. IDC expects the brand’s online shipments to improve with new T-series smartphones and devices under the iQOO brand. 

As per the IDC report, shipments in the sub-$200 (~Rs 15,000) price bracket dropped by 16 percent however, the mid-range segment between $200-$300 (~Rs 15,000-Rs 23,000) grew by 18 percent. The premium mid-range segment from $300-$500 (~Rs 23,000-Rs 38,000) registered a growth of 75 percent YoY basis. The premium segment above $500 (~Rs 38,000) accounted for a 5 percent market share, with 60 percent of shipments coming from Cupertino-based giant Apple.

Related: 

• Worldwide Tablet and Chromebook shipments decreased significantly in Q1 of 2022: IDC
• Samsung dethrones Xiaomi to become smartphone market leader in India: Counterpoint Research
• Counterpoint reports a 4.3% YoY decline in Global PC shipments in Q1 2022

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