According to the International Data Corporation’s (IDC) report, India’s smartphones saw 146 million smartphones shipped in 2023. Compared to 2022, this is just 1% of YoY (year-over-year) growth.
In the first half of 2023, the smartphone market saw a shipment decline of 10% over the 2022’s first half, however, the second half grew by 11% YoY in 2023, compensating the first half’s decline with fourth quarter registering a growth of 26% YoY with the shipment of 37 million units with new phone launches in that quarter.
Apple, Samsung and other brands saw a growth in ASP.
According to the report, Apple, despite the highest ASP of $940, shipped 9 million units, while Samsung topped the chart with an ASP of $338. However, Samsung saw a 5% decline YoY in 2023 shipments.
Vivo (excluding iQoo) also registered a growth of 8%in the ASP of 9% and shipment increased by 8% compared to the 2022.
Here’s the list of top 10 smartphone brands with their market share and year-over-year growth
| Brands | 2022 Market Share | 2023 Market Share | Year-over-Year unit change |
| 1. Samsung | 18.1% | 17.0% | -5.3% |
| 2. Vivo | 14.1% | 15.2% | 8.2% |
| 3. Realme | 14.5% | 12.5% | -12.9% |
| 4. Xiaomi | 17.8% | 12.4% | -29.6% |
| 5. OPPO | 11.9% | 10.3% | -12.2% |
| 6. Apple | 4.6% | 6.4% | 38.6% |
| 7. OnePl | 4.1% | 6.1% | 48.7% |
| 8. Poco | 3.2% | 4.9% | 54.2% |
| 9. Infinix | 2.3% | 3.1% | 39.8% |
| 10. Tecno | 2.4% | 2.9% | 19.9% |
| Others | 7.0% | 9.2% | 33.0% |
| Total | 100.0% | 100.0% | 0.8% |
Price segment-wise market share
1. Entry-Level Segment (sub-$100):
- Grew by 12% YoY, reaching a 20% market share, up from 18% a year ago.
- Xiaomi maintained its lead, with POCO and Samsung securing the 2nd and 3rd positions.
2. Mass budget segment ($100<$200):
- Shipments declined overall, resulting in a drop in market share from 51% to 44% (12% YoY decline).
- Vivo, Realme and Samsung collectively accounted for 53% of shipments in this segment.
3. Entry-premium segment ($200<$400):
- Remained flat with a 21% market share.
- Vivo and OnePlus played a significant role, contributing almost 40% of overall shipments in this price segment.
4. Mid-premium segment ($400<$600):
- Reached a 5% market share, growing by 27% YoY.
- OnePlus led with a 35% share, followed by Samsung and vivo.
5. Premium segment ($600<$800):
- Reached a 3% market share, growing by 23%.
- iPhone 13, Galaxy S23/S23 FE and OnePlus 11 were leading models.
- Apple's share declined, while Samsung's share more than doubled in this segment.
6. Super-premium segment ($800+):
- Registered the highest growth of 86%, reaching a 7% market share.
- iPhone 14/13/14 Plus dominated with a 54% share.
- Galaxy S23+/S23/S22+/S23 Ultra followed with a 22% share.
- Overall, Apple led the segment with a 68% market share, while Samsung held 30%.
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