The battle for the smartphone heats up in India


The battle for the smartphone heats up in India

As many brands are entering into the premium smartphone segment to introduce during the Indian festive season. Apple’s launch of its latest iPhone 12 series, which includes four new smartphones, will force other brands to be more aggressive in the country. The OEMs including Samsung, Xiaomi, Oppo and Vivo are launching their premium models.


According to Counterpoint Research, 40% of premium sales of 2020 in the Rs 30,000 and above segment will happen in Q4 2020 alone, resulting in a 16% yearly growth compared to 8% decline in the overall smartphone market in India.


All brands have capability to showcase their technology expertise. Also, they can make up lost revenue in the entry level through the premium segment," Pathak said, adding there is no impact of Covid on premium and ultra-premium buyers in India and they will buy smartphones.

Navkendar Singh, research director at IDC, however sees challenges for the premium segment this year and said that the economic conditions are resulting in demand for Rs 20,000 and less price segment.

“Apple’s iPhone 12 series launch will result in action in the Rs 50,000 plus segment in India for a few months post the availability of newer iPhone models,” Singh said.


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