India’s Smartphone Market Sees 3% Growth as Apple Hits Record Shipments
India’s smartphone market registered 3% year-on-year growth in the July-September quarter, with Apple achieving its highest-ever shipments in the country while capturing 10% market share, according to new data from research firm Omdia.
Key Market Highlights
- Total shipments: 48.4 million units in Q3 2024
- Apple reaches record 4.9 million units with 10% market share
- Vivo leads with 20% share (9.7 million units)
- Growth driven by festive season inventory and aggressive retail incentives
Market Dynamics and Growth Drivers
The modest 3% growth was fueled by multiple factors including new product launches in July-August, retail incentivization programs, and an earlier festive season that accelerated inventory flows. According to Omdia Principal Analyst Sanyam Chaurasia, “With limited organic demand, Q3’s momentum was largely sustained through incentive-led channel push rather than pure consumer recovery.”
Aggressive Retail Strategies
Smartphone vendors redirected marketing budgets toward high-impact retail incentive programs that rewarded sell-through performance. These included cash-per-unit bonuses, tiered margins, and dealer contests offering rewards ranging from gold coins to bikes and international trips.
“These incentives motivated distributors and retailers to absorb higher inventory ahead of the festive season. At the same time, vendors intensified consumer-facing schemes – from zero-down-payment EMIs, micro-instalment plans, bundled accessories and extended warranties – to drive conversions,” Chaurasia explained.
Brand Performance Rankings
Vivo (excluding iQOO) maintained its market leadership with 9.7 million units shipped, capturing 20% market share.
Samsung secured second position with 6.8 million units and 14% share, followed closely by Xiaomi in third place, which narrowly overtook OPPO (excluding OnePlus), with both vendors shipping 6.5 million units each.
Apple’s Remarkable Comeback
Apple returned to the top five rankings with 4.9 million units shipped, with significant growth driven by smaller tier cities. “Smaller cities drove volumes through aspirational demand, aggressive festive offers and wider availability. While older iPhones 16s and 15s drove major shipments under discount-led upgrades, the iPhone 17 base model gained traction, supported by a strong iPhone 12-15 install base upgrades,” said Chaurasia.
Looking forward, Apple will focus on Pro-model upgrades and deepening its ecosystem to drive long-term value, according to the report.
