India’s premium mobile market is buzzing with action. The market, which opened up with the entry of a new Chinese player OnePlus, is now seeing heightened activity with Samsung coming out with all its might to capture its lost glory.
OnePlus has upped its market share in the Indian mobile handset market in the premium smartphones category in the last two years, while in the luxury segment Samsung has slowly and steadily increased its stronghold to reach a dominant position.
Data from research firm CyberMedia shows OnePlus leads in the Rs 25,000-50,000 smartphone segment, whereas Samsung is not present in the top three. But, for ultra-premium segment i.e, over Rs 50,000, Samsung is the leader followed by Apple.
Prabhu Ram, head- industry intelligence group, Cyber Media Research, says Apple continues to hold an aspirational value for Indians, and it will be tough to dislodge it. “The Indian market is definitely seeing intensified competition from other brands, such as Samsung with its premium offerings, and other premium brands, including the likes of OnePlus, OPPO and Vivo. There is a clear opportunity for new entrants to make a dent in the premium segment with new competitive offerings and cutting-edge specs.”
“OnePlus has had very strong growth in India, as it created and defined a new ‘premium’ niche for itself. It has been nimble and has consistently offered the latest technological specs, backed by aggressive pricing and clear communication with its fan base. Going forward, it will need to be wary of challenges from brands, such as Vivo, OPPO and even, Realme,” Ram said.