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    Smartphone wars: Samsung trumps Xiaomi in July-August period in India


    As per Counterpoint Research data, Samsung had a 24% market share in July and 25% in August

    ET Bureau
    Samsung has recaptured the top position in the Indian smartphone market for July and August, driven by the Korean company’s aggressive online sales strategy to leverage the opportunities provided by anti-China sentiment in certain sections in the country.

    As per Counterpoint Research data, Samsung had a 24% market share in July and 25% in August. Xiaomi, which held the top position in the Indian market for about two years, had a 22% share in July, which slid to 21% in August.

    Samsung’s market share in July-August was its highest since 2018, when China-based Xiaomi displaced it as the country’s top smartphone brand. The company was pushed further down to No. 3 by Vivo, another Chinese brand, in the two quarters through March 2020, before it started to recapture the lost ground in the April-June period when the Chinese brands suffered due mainly to supply issues.

    “Samsung has been quite aggressive on the online channel's front. To compete with the increasing share of Chinese players like Xiaomi and Vivo in the mid-budget segment, Samsung came up with the M-series which was launched as an online-exclusive series," Counterpoint analyst Prachir Singh told ET. “The series is doing quite well and helped Samsung in continuously gaining share in online channels.”

    Samsung, which is present across all price points, has leveraged the anti-China sentiment starting June when tensions between India and China at the Himalayan border escalated, said industry watchers.

    Soon after the lockdown eased, Samsung ramped up the production quicker than rivals and was able to maintain a stable supply in the market. "Many brands faced supply issues in the post-lockdown period. Major reasons for supply issues were reduced production levels due to low manpower, components delivery delay due to customs, etc," Singh said.

    To tap into the demand-supply gap, Samsung launched six new smartphones since July 2020 across various price points, focusing specifically on the Rs 10,000-20,000 segment, which has been the forte of Chinese brands.

    The company has got aggressive in the online smartphone space, dominated by Xiaomi, and said it expected to grow its business by 50% in the upcoming festive season on the back of new India-specific handset F series and trade-in programmes in partnership with ecommerce companies.

    "Samsung is expected to be quite aggressive in the Indian market and will likely be among the Top 2 brands for the rest of the year," Singh said.

    Xiaomi was the leading brand in the April-June quarter with a 29% market share, closely followed by Samsung with 26%. Samsung also became the second largest online smartphone brand in that quarter with a 25% share, up from 11% in 2019.

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    2 Comments on this Story

    Praveen6 days ago
    This opportunity should be used wisely by samsung.
    Aruun 6 days ago
    China is using Indian money and markets to kill Indian soldiers guarding our borders. As appearing in some Media Chinese smartphones are not showing weather reports of some regions of northeast intentionally if this is true then they must be probed thoroughly also if they are showing Indian maps of correctly or otherwise. They must be asked to follow the law of the land.
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