India's Smartphone Shipments Plummet 26% in Q3 2023
A report reveals that India's smartphone shipments fell to their lowest level since 2016, driven by high prices and cautious consumer spending.
Smartphone shipments in India dropped to 35.8 million units in Q3 2023.
Samsung regained the top position with 6.7 million units shipped.
Chinese brands' market share decreased to 68% amid rising competition.
According to a recent report by Omdia, India's smartphone shipments experienced a significant decline of 26% in the third quarter of 2023, totaling 35.8 million units. This marks the lowest shipment level since 2016, occurring despite the onset of the festive season, which typically boosts sales. The primary factors contributing to this downturn are the rising prices of smartphones and a cautious approach to spending among consumers.
Samsung has reclaimed its position as the leading smartphone vendor in India, shipping 6.7 million units, which accounts for approximately 19% of the market share. The company's success is attributed to popular models such as the Galaxy A07, A17, and A27, alongside new foldable devices and the Galaxy S26 series. This resurgence marks Samsung's first return to the top spot since the first quarter of 2024.
In contrast, vivo fell to second place, with shipments of 6.4 million units, reflecting a 34% year-on-year decline—the steepest among the top five brands. The company faced challenges due to repeated price increases that disrupted inventory planning and affected entry-level supply availability. Key models supporting vivo's sales included the Y11 5G and Y21 5G, along with the returning S-series.
Oppo secured the third position with 4.9 million units shipped, down 24% from the previous year. The brand's A-series was impacted by rising prices and cautious retailer stocking, although the Reno16 series helped bolster its premium offerings. Xiaomi followed closely in fourth place with 4.7 million units shipped, down 28%, as increased component costs diminished its traditional value proposition. The Redmi 15A and Redmi A7 contributed to its sales, while the higher-value Redmi Note 17 series and Poco models also played a role.
Apple rounded out the top five with 3.9 million units, benefiting from strategic channel stocking ahead of expected price hikes and sustained demand for its iPhone models. The recent launch of the iPhone 18 Pro and Pro Max also contributed positively, aided by promotional offers. The overall market share of Chinese brands fell to about 68%, down from 75% in the previous year, while Samsung and Apple strengthened their foothold. Looking ahead, Omdia predicts a further decline in the Indian smartphone market in 2027, with ongoing pricing pressures expected to persist throughout the first half of the year.
