Samsung sold most phones during India's festive season

Samsung had a 22% market share in India's smartphone retail channel during the festive season

According to a report from TechInsights, Samsung was India's biggest smartphone brand when it comes to unit sales. During the first phase of the country's festive season (Dussehra and Diwali festivals in October 2023), the South Korean smartphone brand captured a 19% market share. It was closely followed by Xiaomi and its sub-brands Redmi and POCO, capturing an 18% share of the market. Vivo (and its sub-brand iQOO) captured a 14% market share.

According to TechInsights analyst Abhilash Kumar, Apple showed strong growth in the market, with a 50% year-on-year increase, thanks to attractive offers and discounts on the iPhone 13 and the iPhone 14. Samsung showcased good sales of the Galaxy S21 FE, Galaxy S22, and Galaxy S23 FE.

If you consider just the online sales channels, Xiaomi fared slightly better than Samsung. The Chinese smartphone brand had a 19% market share thanks to POCO and Redmi 12 sales. Samsung had a 17% share of the market in online sales channels. Apple showed a 33% improvement in online sales.

In offline sales channels, Samsung was the biggest smartphone brand, with a 22% share of the market. It was followed by Vivo (19%) and Xiaomi (17%). Overall sales were distributed between 76% of sales via the online channel, while 24% of smartphones were sold through retail stores.