In a stunning shake-up of India’s smartphone pecking order, Chinese tech brand Vivo swooped into the No. 1 spot for the first time ever in the third quarter, dethroning longtime leaders Xiaomi and Samsung. Vivo’s rise to the top came as it shipped a whopping 9.1 million handsets, a 26% year-on-year surge, snagging a 19% share of the fiercely competitive market. What’s behind the sudden leap? Vivo played its cards right by launching new, pricier models and sweetening deals for its retail partners—an aggressive push that has clearly paid off.
Meanwhile, Xiaomi, the former reigning champ, settled for second place with 7.8 million units shipped, holding 17% of the market. Hot on its heels was Samsung, with 7.5 million units and 16% of the pie. Oppo, though not claiming the top spot, stole the spotlight as the fastest-growing brand in the top five, enjoying a 43% boost in shipments. With both Vivo and Oppo doubling down on their online portfolios, they’ve found success far beyond their traditional brick-and-mortar channels, proving they know how to navigate the changing tides of consumer behavior.
But it wasn’t all rosy for the industry. Despite the overall market growing 9%—with 47.1 million units shipped—some vendors may be facing an inventory headache after overly optimistic forecasts for the festive season. Indian consumers, however, are increasingly eyeing premium devices, and with geopolitical tensions and regulatory scrutiny still looming large, Chinese smartphone brands like Vivo and Xiaomi are walking a fine line in their most crucial overseas market.
(Source: Tech in Asia | SCMP)
