Vivo has officially taken the crown as India’s number-one smartphone brand, surpassing Samsung in 2024, according to the latest International Data Corporation (IDC) report. This shift marks a significant milestone in India’s competitive smartphone market, where Vivo’s strong offline presence and well-balanced portfolio have propelled it to the top spot.
India’s smartphone industry remained resilient, recording four per cent year-on-year growth with 151 million shipments in 2024. While the first half of the year saw impressive momentum, a three per cent decline in Q4 brought shipments down to 36 million units. Despite this seasonal dip, the market continues to expand, driven by increasing demand for 5G devices and a growing preference for premium smartphones.
Apple’s Record-Breaking Year in India
2024 was nothing short of a landmark year for Apple in India. The Cupertino-based tech giant became the country’s fourth-largest smartphone brand, trailing only behind the US, China, and Japan. Apple shipped a record 12 million iPhones, marking a staggering 35 per cent growth over the previous year. For the first time, it also broke into the top five smartphone brands in India, securing a 10 per cent market share in the fourth quarter.
The iPhone 15 and iPhone 13 were the showstoppers, contributing six per cent of total smartphone shipments. With aggressive pricing strategies, exchange offers, and localised production, Apple is steadily making deeper inroads into India’s fiercely competitive market.
Smartphones Are Getting Pricier, but Growth Remains Steady
The average selling price (ASP) of smartphones in India climbed to $259 (around ₹22,640) in 2024. However, the price hike was relatively modest at just two per cent, a stark contrast to the steep double-digit spikes seen in recent years.
The mid-range segment ($200-$400) emerged as the real winner, expanding by a remarkable 35.3 per cent and now commanding a 28 per cent market share. Meanwhile, the premium segment ($600-$800) also surged by nearly 35 per cent, largely driven by previous-gen Apple and Samsung flagships.
The 5G Boom and Shifting Sales Dynamics
India’s 5G adoption is in full swing, with 120 million 5G smartphones shipped in 2024. Affordable 5G models gained massive traction, accounting for 47 per cent of total shipments. Among the most sought-after 5G smartphones were the Xiaomi Redmi 13C, iPhone 15, and Vivo Y28.
Both online and offline sales expanded at an identical four per cent growth rate, though offline sales retained a slight edge, contributing 51 per cent of total sales. Samsung continued to reign supreme in online retail, while Apple climbed to the fourth spot, thanks to the overwhelming success of the iPhone 15. On the offline front, Vivo led the pack, trailed by OPPO and Xiaomi. With fierce competition, evolving consumer preferences, and a rapidly expanding 5G ecosystem, India’s smartphone market is shaping up for an even more dynamic 2025.