Vivo Overtakes Samsung to Become India’s Top Smartphone Brand in 2024
In 2024, India's smartphone market saw record growth with Vivo surpassing Samsung to claim the top spot. Apple’s iPhone 15 led shipments, while premium segment demand continued to rise amidst inflation.
- Vivo surpassed Samsung to become the top smartphone brand in India in 2024.
- iPhone 15 was the highest-shipped smartphone, with Apple among the top five brands.
- Premium segment demand grew, while entry-level smartphone shipments declined.
In a significant shift in India’s smartphone market, Vivo has emerged as the leader, surpassing Samsung for the first time in terms of volume in 2024. According to market research firm Counterpoint’s latest report, India’s smartphone market saw a record 9% year-on-year (YoY) revenue growth in 2024, with a total of 153 million smartphones shipped. The market value share for Apple remained the highest, with the iPhone 15 becoming the best-selling smartphone in the fourth quarter of 2024.
15.3 Million Smartphones Shipped in India
The total number of smartphones shipped in India in 2024 was 15.3 crore (153 million), reflecting a 1% annual growth compared to 2023. The premium segment, with smartphones priced above ₹30,000, experienced significant growth with double-digit shipment percentages. In contrast, the entry-level segment (phones priced below ₹10,000) saw a decline of around one-third, primarily due to inflation and increased costs.
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Vivo Tops the Charts, Samsung Slips
For the first time, Vivo has taken the lead in the Indian smartphone market, registering a 16% increase in shipments. Xiaomi followed closely in second place with a 6% growth in shipments. Samsung, which had previously been India’s top brand, dropped to third despite strong performance in the premium segment. The report attributed this shift to Samsung’s value-driven strategy, which impacted shipments in the lower-price segments.
Apple’s Strong Performance
Apple also made its presence felt in India, ranking among the top five brands in the fourth quarter of 2024. The iPhone 15 led the charge, becoming the most shipped smartphone in India during this period. Oppo, which had a 10% decline in shipments, came in fourth but regained momentum with new product launches.
Emerging Brands and Growth in Premium Segment
Nothing, with its Phone 2a series, was the fastest-growing brand, experiencing an impressive 577% YoY growth. Motorola also saw a significant boost, doubling its 2022 shipment numbers with an 82% increase. Realme strengthened its offline presence, with offline sales contributing to 52% of its total shipments, up from 49% in 2023.
The demand for premium smartphones continued to rise, driven by advancements in GenAI features, better audio-visual technologies, and growing content consumption and creation. In the fourth quarter of 2024, smartphone shipments saw a 4% YoY decline, attributed to post-festive season slowdowns, though market value grew by 5% during this period.
Overall, 2024 has been a transformative year for India’s smartphone market, with new contenders making their mark and established brands adjusting to changing consumer preferences and market dynamics.
Market Dynamics and Future Outlook
The demand for premium smartphones continues to rise, driven by advancements in artificial intelligence, superior multimedia technologies, and the growing focus on content creation and consumption. Despite a 4% drop in shipments during the fourth quarter of 2024, largely due to a post-festive season slowdown, the market value grew by 5%, reflecting the strength of the premium segment.
The smartphone market in India remains dynamic, with both established brands and emerging players continuously adapting to changing consumer preferences and technological advancements.
