India’s Smartphone Market Grows 4% in 2024, Apple Gains Big

India’s smartphone market grew by 4% year-over-year (YoY) in 2024, reaching 151 million shipments, according to the IDC Worldwide Quarterly Mobile Phone Tracker. A solid 7% rise during the first half wiped out a paltry 2% gain in the latter half. In Q4 2024 shipments slightly declined by 3%, to 36 million units.

India’s Smartphone Market Sees 4% Growth in 2024 as Apple Enters Top 5 with Record 12 Million Shipments

Apple is increasingly reaping rewards with upgrades, becoming the fourth-largest smartphone market in India after the U.S., China, and Japan. Shipments reached a record 12 million units and were up 35% YoY. In Q4 2024, Apple makes its debut among India’s top five smartphone brands with a 10% share. The iPhone 15 and iPhone 13 were the best-selling models, accounting for 6% of total quarterly shipments.

Price reductions, discounts, and extended warranties pushed post-festive sales along with financing deals like ‘No cost EMIs’ of up to 24 months becoming an essential catalyst for mid-range and premium device sales, Upasana Joshi, Senior Research Manager, IDC Asia Pacific, said in a statement. The smartphone ASP increased 2% YoY to $259 (year in 2024). The biggest increase was observed in the entry-premium segment ($200-$400), gaining 35.3% YoY and increasing its market share from 21% to 28%. The premium segment ($600-$800) grew 34.9%, reaching 4% of the overall market share, with iPhone 15, iPhone 13/14, and Samsung Galaxy S23/S24 leading the sales.

Shipments doubled to 120 million units, with 5G devices accounting for 79% of all smartphones sold, compared to 55% in 2023. The ASP of 5G phones dropped by 19% YoY to $303. As for the budget 5G segment ($100-$200), it almost doubled its share of the market to 47% with the most successful models being the Xiaomi Redmi 13C, the Apple iPhone 15, the vivo Y28, the Apple iPhone 13 and the vivo T3X.

Offline and online sales grew at 4% YoY, with the offline channels slightly outpacing online at a 51% share. Samsung dominated online sales, and Apple moved to fourth place, with the iPhone 15 also coming in as the best-selling online smartphone. In relation to the offline market, vivo led the segment, followed by OPPO and Xiaomi. Vivo replaced Samsung as India’s top smartphone brand and retained a good presence in every price segment and every retail channel.

Nothing reported the strongest growth rate, followed by Motorola and iQOO. The top five brands’ combined market share dropped from 76% in 2022 to 65% in 2024 as smaller brands flexed their muscles. Shipments of feature phones accounted for 54 million units, translating to an 11% YoY reduction, with Transsion taking the lead at 30%, ahead of Nokia and Lava. Overall shipments of mobile accounted for 205 million units, a narrow drop of 1% year on year.

Looking ahead to 2025, growth will depend on increased sales in the mass-market segment ($100-$200) and new options in the entry-premium segment ($200-$400) catering to upgraders, according to Navkendar Singh, Associate Vice President at IDC India. Generative AI features are expected to expand beyond flagship devices into lower price categories, while online-first brands will strengthen their offline presence. However, a weakening rupee may push ASPs higher, limiting overall market growth to under 5% in 2025.

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