Indian Smartphone Market Ships 146 Million Handsets in 2023, IDC

Indian smartphone market ships 146 million handset

Insights into India’s Smartphone Market in 2023: A Detailed Analysis

In the dynamic landscape of India’s smartphone market, 2023 witnessed notable shifts and trends, as outlined by a recent report from the International Data Corporation (IDC). With 146 million phone shipments recorded throughout the year, the market demonstrated resilience, albeit with nuanced changes across various price segments. Let’s delve into the key insights provided by the IDC report, offering a comprehensive understanding of India’s evolving smartphone ecosystem.

1. Overall Market Growth and ASP Increase

1.1 Year-over-Year Growth

In 2023, India’s smartphone market experienced a modest one percent year-over-year growth, indicative of its steady expansion despite external challenges.

1.2 Average Selling Price Surge

A noteworthy aspect highlighted by the report is the surge in the average selling price (ASP) of smartphones, reaching a record $255 (approximately Rs 21,000). This marks a substantial 14 percent year-over-year increase from the figures recorded in 2022.

2. Segment-wise Analysis

2.1 Entry-level Segment ($100)

  • Xiaomi emerged as the leader in the entry-level segment, closely followed by POCO and Samsung.
  • This segment witnessed a commendable 12 percent year-over-year increase, capturing a 20 percent share of the market.

2.2 Mass Budget Segment ($100 to $200)

  • Despite a decline in market share from 51 percent to 44 percent, this segment remained significant.
  • Vivo, Realme, and Samsung maintained their prominence in this price range.

2.3 Entry-Premium Segment ($200 to $400)

  • The entry-premium category retained a steady market share of 21 percent.
  • Vivo and OnePlus emerged as key players in this segment.

2.4 Mid-Premium Segment ($400 to $600)

  • Witnessing a remarkable 27 percent year-on-year growth, this segment garnered a 5 percent market share.
  • OnePlus led with a 35 percent share, closely trailed by Vivo and Samsung.

2.5 Premium Segment ($600 to $800)

  • Featuring flagship models like iPhone 13 and Samsung Galaxy S23, this segment’s share increased to 3 percent.
  • Samsung observed significant growth, while Apple experienced a decline in market share.

2.6 Super-Premium Segment ($800 and above)

  • Spearheaded by Apple and Samsung, this segment exhibited the highest growth of 86 percent.
  • Market share expanded from four percent to seven percent, indicating a growing appetite for premium handsets.

3. Market Share Dynamics

3.1 Top Ten Smartphone Brands

  • Samsung maintained its position as the market leader with a 17 percent share, despite a decline from 2022.
  • Vivo witnessed positive growth, securing a 15.2 percent market share.
  • Realme and Xiaomi experienced declines, while Apple and OnePlus demonstrated substantial year-over-year growth.
  • Brands like POCO, Infinix, and Tecno showcased notable growth, driven by aggressive pricing strategies and compelling specifications.

4. Emerging Technologies and Consumer Preferences

4.1 5G Adoption

  • 79 million 5G smartphones were shipped in 2023, with a decreasing average selling price.
  • Apple, Samsung, and Vivo were among the top contenders in this segment.

4.2 Foldable Smartphone Market

  • Nearly 1 million foldable smartphones were shipped, with Samsung facing competition from new entrants like Motorola and OnePlus.

4.3 Processor Preferences

  • MediaTek-powered smartphones witnessed a six percent year-on-year increase, capturing 50 percent of the market share.
  • Qualcomm, while still prominent, experienced a decline to 25 percent share.

5. Insights from 91mobiles

  • User searches on 91mobiles aligned closely with IDC’s insights, reflecting consumer preferences.
  • Vivo, Samsung, and Realme dominated the sub-Rs 15,000 segment, mirroring their shipment numbers.
  • OnePlus and Vivo emerged as top choices in the Rs 15,000 to Rs 30,000 segment, resonating with IDC’s findings.


In conclusion, the IDC report offers invaluable insights into India’s dynamic smartphone market, elucidating key trends, segment dynamics, and consumer preferences. As the market continues to evolve, stakeholders must adapt strategies to align with emerging technologies and shifting consumer demands.


1. How did Samsung fare in the Indian smartphone market in 2023?

Samsung maintained its lead with a 17 percent market share, despite facing competition from other brands.

2. Which segment witnessed the highest year-on-year growth?

The super-premium segment ($800 and above) recorded the highest growth of 86 percent in 2023.

3. What were the top-selling 5G smartphones in India?

Popular 5G smartphones included Apple iPhone 13, iPhone 14, Samsung Galaxy A14 5G, Vivo T2x, and Redmi 12 5G.

4. How did MediaTek-powered smartphones perform compared to Qualcomm?

MediaTek-powered smartphones experienced a six percent year-on-year increase, capturing 50 percent of the market share, whereas Qualcomm’s share declined to 25 percent.

5. Which brands dominated user searches on 91mobiles?

Vivo, Samsung, OnePlus, and Realme emerged as top contenders across different price segments, reflecting consumer preferences and market trends.

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