The top five manufacturers were Xiaomi with 28% of shipments, the same as in the corresponding quarter in 2018, followed by Samsung at 25% (28% in 2018), vivo at 11% (12% in 2018), realme at 9% (1% in 2018) and OPPO at 8% (9% in 2018).
“Brands which focused on offline channels expanded to online channels with online-exclusive series," said Counterpoint associate director Tarun Pathak.
"Similarly, brands which entered the market with online-exclusive series are now expanding their reach towards the offline channel by forming partnerships with key offline retailers."
“In India, the pricing sweet-spot for consumers has moved to Indian rupee 10,000 (A$208) to Indian rupee 20,000 price band and it will remain the biggest contributor in the India smartphone segment this year," Pathak added.
"Brands are focusing on bringing the latest premium level specifications such as notch display, full-screen view, multiple rear cameras, pop up selfie feature and in-display sensor technology in this segment to stimulate consumer demand."
Regarding the overall smartphone market for the quarter, Counterpoint research analyst Anshika Jain said: “The top five brands’ contribution to the total shipments volume reached its highest level driven by new launches and hybrid channel strategy.
"Localisation, branding, and innovation will remain the next key drivers for growth in a highly competitive market like India. The market will continue to become more concentrated with majority of share controlled by a few brands leading to more number of exits among the long-tail brands in the market moving forward.”
It was a different picture for the featurephone market with a steep decline of 39% in shipments. This was mainly because of over-stocking of the Jiophone a year ago due to very strong demand.
As the Jiophone fell, brands like Samsung, Lava and iTel made ground in the sub-1000 rupee category.
Tables: courtesy Counterpoint Research