Technology sure has a kind of magic around it. Whenever it is aimed at making human life easier and providing the tools for better living, it becomes an addiction that is not easy to handle. Take the case of smartphones. The smartphones arrived in late 2008 in India. Sony, Micromax, HTC, and Nokia were the most renowned players in India at that time. But if we talk about this new decade, almost every player is now gone. You would be wondering what happened to their fan base? Well, when a lot can happen in a snap of a second, then a decade is a long time.

The reasons for the fall of these companies were lack of design, little advancement in design; not meet the customer demands and the pricing was more. When Chinese brands came to India, the first thing they did was to keep the price low in such a way that they have their appropriate margin, the phone met the demands of the customer and a new hype of brand is created in the market. Xiaomi entered the market in 2014 with its renowned deal with Flipkart.

Then came other companies like Oppo, Oneplus, Vivo, Realme, Lenovo, Motorola, Huawei, Coolpad, LeEco, etc. These all were Chinese companies. Some other companies also tried their hands in India and are also doing well like Samsung(South Korea), Apple(America), Asus(Taiwan), Infinix(Hong-Kong), etc. Thus, new brands have continuously flourished in India. Cost and features have been the most dominant part of the marketing strategies of these brands. Now, let us know about the newly emerging brands in India along with the share they hold in several previous quarters. Here is the list of top emerging brands of smartphones in India-

1) Xiaomi


When it came to the Indian market, nobody would have thought that a Chinese product other than a Chinese firecracker can be sold in large units ( pun intended). But the predictions went all wrong during the first sale as almost all units were sold in a few seconds. That was just the beginning of the reign of Chinese smartphones in the country. Even today, it occupies the number one spot as the most rapidly emerging smartphone brand in India under the leadership of its CEO Manu Jain who is a great visionary and marketer.

In Q4 2018, it occupied a 27% share in the smartphone industry which grew to 29% in Q1,2019 and then decreased to 28% and further to 26% in Q3, 2019 but rising again in Q4 to 27%. Xiaomi has even made it to sub-companies in the previous years that is Redmi and Poco. Poco X2, Redmi Note 8/8 Pro, Redmi K20/K20 Pro, and Mi Note 9/9 Pro are some of the new launches in India from Xiaomi.

2) Samsung


This company has faced many ups and downs in our country but still, it is growing rapidly in the premium segment as well as budget smartphones. In the year 2016-17, Samsung used to be a bit priced that is out of budget and its premium phones competed Apple’s phones but in the previous year, they changed the price with the quality features they used to provide and now they have become quite a good competitor in the budget smartphones. With the release of Galaxy
S20 Ultra, Galaxy Note10 / Note10+, Galaxy Note10 Lite, Galaxy M31
they have changed the game. From 20% share in Q4, 2018 they have increased to 21% in Q4, 2019.

3) Oneplus


Oneplus has been a surprise smartphone in the world. The way it went to fame under Pete Lau and Carl Pei as founders was amazing. It has grown exponentially since it arrived in the Indian market. They provided premium design and features at a less-premium price that is around 33,000 INR and created a buzz among youngsters. Now, it is aiming to compete with premium phones with a little difference in the price. Oneplus 7/ 7T, Oneplus 7T Pro/ McLaren edition are few newly introduced phones. It has grown 90% on a YoY basis in 2019 and sales nearly double that of Apple.

4) Apple


Apple is known for its premium features with a large cost and it gives you the premium feel over the other brands. In India, if you have this brand, it means you are damn rich. Apple has always a particular fanbase who regularly upgrade their phone with new ones. However, in 2018, it saw some drop in the sales of iPhone XR, iPhone XR Max. But the last year releases like iPhone 11/ 11 Pro have been favorites of a large number of Indians. The Pro variant costs around 1 Lakh. It holds around a 1% share in the smartphone industry.

5) Realme


Realme is one of the newly launched smartphones in the Indian market but still, it has grown rapidly especially among youngsters. Phones like Realme Realme 6i, Realme 6 Pro, Realme 6, Realme X50 Pro 5G, Realme C3, Realme C2s,
are some phones that have made this brand a huge hit. One reason is the innovations and vision of the Indian CEO Madhav Sheth. Its share is around 8% in Q4, 2019.

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6) Oppo


Oppo is also a Chinese brand that has been here in India for a long time. It has been the sponsor for many TV shows and even the Indian cricket team. Thus, it has become quite a popular brand with a share of around 12% in Q4, 2019 which is its highest share to date. About one year ago that is Q4, 2018 it ha sonly a share of 7%. But, it has seen consecutive growth in all quarters.

7) Huawei


Huawei was in news for a long time due to its ban from the US. But now all that matter has sorted and anyways, it would not have mattered our market that much. Honor is also a sub-brand of it that is famous for providing low and mid-range smartphones like Honor 10 Lite etc but its share has decreased due to the entry of Realme but still, it is showing consecutively increasing share.

8) Vivo


According to the reports, Vivo has now reached the highest share in the smartphone industry and the share is around 21% in Q4, 2019. In Q4, 2018, its share was around 10% and in a year it has gone more than double. The new phones like Vivo Z1 Pro, Vivo S1, Vivo V15 Pro, Vivo Y15 are some of the new and famous phones from this brand.

9) Motorola


This is also a Chinese brand with a mixed reputation. It is facing many ups and downs in the market after so many years in it. It has been in this market since 2011 even before Xiaomi. When it launched the Motorola G5 series, it was seen as a potential company but reluctant to not implement new design and lack of features have somewhat affected it with the decrease in sales but now with the launch of phones like Motorola One and Motorola X4 it ha saw some gain in buyers.

10) Nokia


Nokia was reluctant to keep on pushing its luck with Windows OS after being acquired by Microsoft. Thus it paid as it made a historic loss for Microsoft and thus was shut. Now, it’s playing its second innings with a new parent company with releases like Nokia 6.1, Nokia 8.1, etc but it is still not been up to the mark lately but still, it has shown some growth in the market.

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Nikunj Sharma

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