Accordingly once the darling of Indian Smartphone users, desi brands like Micromax, Karbonn, Lava, Intex and few others have nearly been decimated by affordable yet powerful devices from the Chinese vendors that have flooded both online and offline channels. Earlier in the 2013-2014 period, the domestic brands gained great traction and enjoyed 40-45% market share till the time Chinese behemoths entered the fray.
It was led by Xiaomi, the China based manufacturers registered 58% market share while Indian local brands had a mere 13% market share in the third quarter (July-August-September) of 2018. According to latest figures shared by Counterpoint Research riding on the success of its budget Redmi series, Xiaomi touched a new high in the third quarter of 2018 in India.
Presently smart phones contribute to over 90% of the sale volume for Xiaomi in India and recently, the company entered into new segments like TVs, routers and air purifiers etc which got popular too. Moreover with the revised government policies on e-commerce players and level playing game for all ecosystem channel partners, offline will continue to remain relevant along with a power play game in the online channel too for all the smart phone players.
