Xiaomi, Samsung and Realme Captured 57% of Shipments During Diwali Season: Counterpoint

Three smartphone players — Xiaomi, Samsung and Realme — captured 57% of the Indian festive sales volumes as smartphone sales in the Diwali season (October 9-November 8) grew 26 per cent year-on-year (YoY) compared to the same period last year, a new report said on Wednesday. According to market research firm Counterpoint Research’s “Market Pulse”, this was driven by e-commerce platform Amazon India and Flipkart’s series of online sales and OEM promotions (such as Mi.com) that offered deep discounts and no-cost EMI on debit and credit cards.

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“Flipkart stood out due to the most number of exclusives while Amazon benefited from the launch of OnePlus 6T,” Karn Chauhan, Research Analyst, Counterpoint Research, said in a statement.

While Xiaomi dominated the season with record performance, thus, widening gap with rivals, smartphone player Realme witnessed a record performance for any new brand ever in India, becoming the second largest brand across the e-commerce channels.

“Top three smartphone brands, Xiaomi, Samsung and Realme captured 57% of the overall Diwali festive season smartphone sales. Xiaomi widened the gap with Samsung which still did relatively well in offline channels, capturing 30% share,” said Tarun Pathak, Associate Director, Counterpoint Research.

“Newly-launched player Realme had a record festive performance for any new brand ever in India. Realme immediately captured 9% share jumping to the third spot in overall sales volume performance. Huawei had a strong performance in the online segment while Vivo performed exceedingly well in offline channels,” Pathak said.