According IDCIn the second quarter, the Indian smartphone market – the second largest in the world – fell sharply (-50.6%) compared to the same period last year. In total, 18.2 million devices were shipped in the quarter. At the beginning of the quarter, suppliers experienced severe supply chain disruptions and shortages continued until the end of the quarter as factories were operating at inadequate capacity even after the lock was lifted. Components and spare parts stuck to doors waiting for import permits. Until June, sales increased mainly due to deferred demand, but were limited by product availability.
India’s smartphone market will recover in the second half of 2020 after a sharp decline
It is worth noting that in the first quarter the market grew even slightly – by 1.5% year on year. At that time, 32.5 million smartphones were sent.
The average selling price of smartphones in the second quarter remained unchanged at $ 161. The vast majority of devices under $ 200 have reached a maximum size of 84%. The share of the “less than $ 100” subsector for the year increased from 20% to 29%. In addition, one third of deliveries concerned only one model – Redmi 8A Dual.
The market leader is Xiaomi with a market share of 29.4%. Samsung occupies 26.3%. Vivo is in third place with 17.5% and Realme in fourth place with 9.8%. Realme is slightly ahead of Oppo, which closes the top five with a share of 9.7%.
10 million mobile phones were shipped in the quarter, accounting for 35.5% of the total smartphone and mobile phone market.
Forecast IDC India
Navkendar Singh, The Director of Research, Client Devices & IPDS, IDC India states, “Continued supply chain challenges have forced brands to go for direct imports to meet five-fold demand after closing, especially in June, adding additional cost pressures. In addition, this increase in demand should continue during the first half of the third quarter. A steady supply of devices in the market is required. IDC expects the market to show signs of recovery in the second half of the year as we approach the festive season with the majority of consumers wanting to buy low quality and mid-range devices. However, this will depend on brand marketing and channel initiatives, especially eTailers during festive sales. Branding initiatives around multi-channel or hybrid channel strategies will also play a key role as offline partners and brands look for growth pockets in these critical months ahead. “