Smartphone shipments are declining globally, and things are not any better in India. Based on the latest Canalys report, a total of 44.6 million units were shipped in India during Q3 (July-September) 2023. This represents a decline of 6% compared to the 36.4 million smartphones shipped in Q2.

Xiaomi retained its lead in the market with 9.2 million units shipped, securing a 21% market share. The brand gained traction from July’s online sales ahead of the festival season. However, Xiaomi’s shipments are down from Q3 2021, when it managed to ship 11.2 million devices and had 24% of the market share.

Samsung came second with 8.1 million shipments and witnessed strong momentum in the mid-high-end category thanks to aggressive offers and promotions. The company offered attractive discounts on its older generation Galaxy Z Fold3 and the latest Galaxy S22 series. Vivo and OPPO moved up to the third and fourth place, shipping 7.3 million and 7.1 million units respectively, while Realme dropped to fifth, shipping 6.2 million units.

The shipments of all brands in the top 5 except OPPO dropped significantly. OPPO went from 6.2 million units sold in Q3 2021 to 7.1 million units sold in Q3 2022.

“Early Monsoon and Independence Day online sales were great opportunities for vendors to clear inventory before heading into the festive season,” said Canalys Analyst Sanyam Chaurasia. “The good news is that, as the festival season began, in the last few weeks of the quarter, consumer demand improved. Hit by inflation, entry-level device contribution declined this year, while the mid-to-high segment performed relatively well thanks to aggressive promotions. OPPO’s OnePlus and Vivo’s iQOO were the two brands driving mid-range growth in the e-commerce channel during this period. “Ultra-premium category smartphones, especially older generation flagships, also experienced strong demand momentum amid price cuts.”

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