India smartphone market: Here’s how Xiaomi plans to clinch top spot again

Samsung shipped the highest number of smartphones and took the number one spot in Q4 2022 dethroning Xiaomi, a report by Canalys said. The market research firm noted that the South Korean company changed strategies and refreshed its smartphone lineup in India which helped it regain the pole position for the first time since Q3 2017.
This sent Xiaomi into thinking mode and the company is reportedly changing gears to make things right. As per a report in The Economic Times, the Chinese company is planning to launch fewer models this year as compared to 2022.

A problem of plenty?
“As we start the new year, we have a cleaner portfolio and are focused on winning the love and trust of the Indian consumer,” a Xiaomi India spokesperson was quoted as saying. Xiaomi India president Muralikrishnan B recently said that the company has even done away with a few lineups to create a leaner portfolio for 2023.
The report also cites Navkendar Singh, associate vice-president, IDC India, as saying that Xiaomi has a problem with the portfolio. “They are launching anything, anywhere. The consumers, because they are confused by the portfolio, are migrating to rival brands,” he added.
The company plans to double down on the entry-level segment, where it still commands 50-55% market share, said an industry executive, who wished not to be named, was quoted as saying.

Which brand topped the smartphone shipments in India?
Samsung shipped 6.7 million units to capture 21% market share, followed by Vivo which shipped 6.4 million units, mainly via offline channels. Xiaomi lost its leadership position in Q4 2022 after 20 quarters on the top spot and shipped 5.5 million units.
Xiaomi India’s market share slipped to 17% in Q4 2022, from 21% in Q1 2022, as per Canalys report. Even though Xiaomi’s performance was not on par with previous quarters, it was still the number one smartphone vendor for the whole year, the market research firm added.