Made-in-India smartphone shipments rose by 16 percent in Q2 2022: Counterpoint

According to Counterpoint, over 44 million made in India smartphones were shipped in the June quarter this year.

Highlights
  • OPPO, Samsung, and vivo contributed to 66 percent of the made-in-India smartphone market in Q2 2022
  • Companies are pushing for more local manufacturing to meet PLI targets
  • Smartwatches, earphones, tablets and TVs are also contributing to local devices

Made in India smartphones are seeing an uptick, even as the overall smartphones market in the country goes through a slump. According to market research firm Counterpoint’s Made in India smartphone tracker, 44 million smartphones that were made in India were shipped in the June quarter of this year — marking a 16 percent year-on-year (YoY) growth in the volume of locally made smartphones. Of manufacturers, OPPO and Samsung led the market for brands in the country, while Bharat FIH (a unit of global manufacturing major Foxconn) and Dixon had the highest share among white label manufacturers.

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How the Made in India smartphone and other markets line up

According to the Counterpoint report, companies in India are pushing for more local manufacturing of devices to match the targets set by the Indian government for its production-linked incentive (PLI) scheme. The latter has been increasingly rolled out over the past few years in order to boost India’s local manufacturing and assembly market, which has attracted investments such as OPPO’s recent $60 million commitment under its ‘Vihaan’ initiative.

In terms of market share, OPPO had the highest made-in-India smartphone market share, with 23.9 percent of all locally made phones coming from the company. Samsung and Vivo ranked second and third, with 21.8 percent and 14 percent of the market, respectively. White-label manufacturers, Bharat FIH and Dixon, accounted for 9.8 percent and 8.1 percent of domestic devices, respectively.

Explaining the local manufacturing push, Priya Joseph, research analyst at Counterpoint, said, “The government aims to make India an electronics manufacturing hub in the next four to five years. In its vision document released earlier, the government considers consumer electronics segments like smartphones, laptops, tablets, TVs, TWS and electric components as among the most promising for India’s transformation as an electronics hub. To help drive more initiatives under the themes of Make in India and Digital India, the government, in its last budget, pushed the total allocation to $936.2 million.

Local manufacturing is trickling down to other segments as well. According to Counterpoint, Noida-based Optiemus Infracom is the largest local manufacturer of smartwatches and true wireless earphones. The TV market has seen the largest amount of local manufacturing, according to the report, with manufacturers Dixon and Radiant, along with Samsung, leading an almost 100 percent local manufacturing of TVs in the country. Other segments, such as smartwatches and TWS earphones, are still nascent markets — while only 6.2 percent of smartwatches are locally assembled, 16.2 percent of TWS earphones are made here as well.