India is now among Apple’s top-five markets, ‘Make in India’ mobile manufacturing crosses 2 Billion units

Devesh Beri

India’s mobile manufacturing surged under the ‘Make in India’ initiative, exceeding 2 billion units during 2014-2022, driven by domestic demand, digital literacy, and government support. The nation’s position as the second-largest mobile producer owes to schemes like PMP, PLI, and Atma-Nirbhar Bharat (Self-Reliant India)

In India’s smartphone market, Apple holds a significant position. While India’s smartphone shipments declined by 3% YoY in Q2 2023, the premium smartphone segment, where Apple operates, grew by 112% YoY, contributing 17% to overall shipments. Apple continued to lead the ultra-premium segment (>INR 45,000 or ~$549) with a substantial 59% market share, underscoring its strength in this category. India is now among Apple’s top-five markets. Apple’s market share also grew in the US last month, but due to strong promotions by carriers.

Samsung regained the premium segment’s top spot with a 34% share, surpassing Apple. Other brands like vivo, OPPO, and OnePlus also contributed, with OnePlus achieving an exceptional 68% YoY growth.

5G shipments crossed 100 million in Q2 2023, reflecting accelerated adoption. Premiumization continued, driven by incentives, promotions, and strategic OEM approaches.

Offline channel share is projected to reach 54% in 2023, signaling a shift toward holistic customer engagement. Brands like Xiaomi, realm, Samsung, and Apple expand their offline presence to enhance customer experiences.