After a gap of two years, Samsung has emerged the number one smartphone brand in India, as per a report by Counterpoint Research. The South Korean brand has beaten Xiaomi to become the numero uno after two years and showed 32% year-on-year growth. According to Counterpoint, Samsung in Q3 2020 garnered 24% market share whereas Xiaomi had 23% market share. Vivo, Realme and Oppo completed the top 5 brands in India with 17%, 16% and 8% market share respectively.
The report suggests that Samsung’s “strong performance was the result of multiple strategies, including effective supply chain and touching various price points through new launches.”
Samsung’s aggressive push in online channels, with highest ever online contribution within its portfolio, also helped it regain its number one spot, as per Counterpoint.
Overall, India’s smartphone shipments grew 9% YoY to reach over 53 million units in Q3 2020. This, as per Counterpoint Research, is the highest-ever shipment in a quarter for the Indian smartphone market. The push from the brands coupled with the pent-up demand due to the lockdown and strong sales on online platforms led to this growth.
“The Indian smartphone market is on a recovery path as the lockdown restrictions have been relaxed. The market has shown a consistent growth for the last few months,” says Prachir Singh, senior research analyst, Counterpoint. September has always been a high sell-in month as brands prepare for the upcoming festive season and push stock in the channels and almost all the brands recorded growth compared to the last year, Singh adds.
Shilpi Jain, research analyst, Counterpoint, says that there was some anti-Chins sentiment at the start of the quarter. “However, these sentiments have subsided as consumers are weighing in different parameters during the purchase as well.”
Commenting on the brands’ retail strategy, Jain says, “Though online channels remain in focus, OEMs are also trying to leverage new opportunities in offline channels in Tier 2 and Tier 3 cities. In this regard, Xiaomi launched ‘Mi store on Wheels’, Samsung launched Galaxy M01 Core and vivo announced more retail discounts.”
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