The business of the Indian mobile brands are getting affected by the Chinese brands as the new entrants from China are giving a tough competition to the brands like Intex, Karbonn and Micromax in the Indian Mobile Market. The Chinese leader brand Xiomi has taken major shares of the Indian brands by continuously adding new devices in the market. According to the CMR India SmartPhone Movement Report 2018 Q2 , the Indian brands like Micromax, Intex and Karbonn faced a market dip of 41.2 %, 11.6 % and 5.3 % respectively. The Indian brands must first address the issue of customer stickiness as the Indian customers are exchanging their smartphones with the Chinese ones and this is gradually destroying the market for the Indian brands.
In 2018, Xiaomi alone has added 36.9 % more devices in the Indian Mobile market followed by brands like Oppo, Vivo,Itel and Huawei’s Honor. As per the reports of CRM India, the replacement market of the smartphones is steadily growing in India and 59 % of the smartphones that are sold in the Indian market are actually replacements or upgrades. Also, the Indian market is facing competition because of the introduction of the Fusion phones. The Chinese brands are able to take over the Indian Mobile market with their strong marketing strategy which is helping the brands like Xiaomi, Lenovo, Vivo and Oppo gain a stronger position in the Indian market.
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The smartphone market in India is getting captured by Xiaomi and Samsung. Also, brands like Xiaomi is taking over the Indian market by introducing other products like fitness brands, air purifiers and VR headsets. In 2018, Xiaomi’s models Redmi Note 5 and 5 Pro became very popular in the Indian market and gave a very tough competition to the brands like Micromax and Karbonn. The reason for the popularity of Xiaomi is that they are available in large quantities in various places and the product and the channel strategies of Xiaomi are making great changes in the Indian market. The Chinese brands are successful in making a demanding market in India due to their advertising and marketing strategies which the Indian brands should focus upon to improve their sales in the market.
