Indian smartphone market have seen a major change in quarter 4, 2016. All top Indian smartphone companies dethroned from top 5 by chinese brands according to a report by IDC.
Earlier, in quarter 4, 2015 Micromax, Intex, Lava conquered the market but game changed in 2016 where chinese companies like Xiaomi, Lenovo, Oppo and Vivo ruled the market. Samsung on the other hand tops the list in 2015 and 2016 as well.
List of Top 5 Companies in Mobile market share of India in Q4, 2016
Top researchers said that demonitization of Rs.500 and Rs.1000 notes have affected the sales of Indian phone makers. Local brands targeted customers buys in cash from offline retailers. On the other hand, Chinese brands mainly focussed on Online market with less offline stores. Marketing strategy of Xiaomi worked like air in this case.
Samsung, which is largest mobile vendor in India also suffers a decline in sales from 7 million to 6.2 million this quarter. Samsung, a South Korean tech firm captured 22% share of Indian mobile market, thus facing a whooping decline of 11% annual growth rate. On the other hand, Xiaomi captured 11% of share in Indian mobile market resulting into more than 3 million sales with whooping growth rate of 230 percent. Another chinese firm, Oppo and Lenovo both captured around 9% share in Indian market with around 2.4 million units. Oppo grabs 1500% growth rate from last year while Lenovo face a slight drop.
Marketing strategy of Oppo taking Hrithik Roshan and Sonam Kapoor while sponsoring IPL paid off with positive results. Continuous non-availability of Redmi smartphones keeps the hype alive in market and thus resulting into high number of sales. Vivo with Ranbir Singh as brand ambassador stood 5th in the list. While, Indian mobile manufacturers failed with their competitive strategies and lose their market share to the rivals.
On Final Note, Samsung (25.1%) stood first, Xiaomi (10.7%) stood second, Lenovo Group with both Motorola and Lenovo (9.9%) stood third in the list, Oppo (8.6%) gets 4th position and Vivo (7.6%) bagged 5th position. Collectively on all Indian mobile vendors were able to capture only 19% in Indian smartphone market share.