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New kids on the block surpass established smartphone brands

Micromax, Gionee, Xiaomi are expected to take over 25% of the smartphone market share by 2016.

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Emerging smartphone brands are taking the Indian market by storm with their fast-paced growth. They are expected to take over 25% of the smartphone market share by 2016, from barely accounting for 3% in 2013. These are brands that arrived in India after 2013.

While in 2013 these brands accounted for just 3%, their growth received a boost to 9% in 2014, according to a CMR report. By the end of 2016 the emerging smartphone brands share of the market had grown to 16%, while established brands still held 84% market share.

The two most prominent emerging brands between 2013-2015 are Gionee, followed closely by Xiaomi. While Gionee was the market leader amongst emerging smartphone brands in 2013 and 2014, Xiaomi however established itself very well in the market within a year of its arrival in India. It stood at second spot amongst emerging market leaders and accounted for nearly 20% of the market.

Xiaomi ultimately emerged on top in 2015 and now accounts for nearly 25% of the market share.

India's Emerging Smartphone Brands

Xiaomi India head Manu Jain and MIUI Product Lead Jai Mani during a program on August 8, 2016. 

Smartphone brands such as Vivo, OnePlus and LYF quickly established themselves within a year of their arrival in 2015. While Vivo accounted for nearly 10% market share and was at 6th spot, Oppo at 8th spot had nearly 5% market share.

In the 'below Rs 10,000' price band Xiaomi was the leader among emerging brands after the success of Redmi Note 3, which has become the best selling phone in India. It was closely followed by Gionee.

In the price band of 'Rs 10,000-20,000' Gionee has a higher market share of around 25% closely followed by Xiaomi. For smartphones priced between Rs 20,001-30,000 among emerging brands OnePlus is a clear market leader with 60% of the market share, followed by Gionee at a distance with just over 20% market share. Xiaomi stands at a distant seventh in the growth chart.

Oppo has emerged as the leader in the smartphones category priced 'greater than Rs 30,000' with an over 60% market share. Gionee comes in second with just below 40% market share among other emerging brands.

However, when it comes to the overall market Samsung dominates all four price bands, followed closely by Micromax in the below Rs 10,000 and Rs 10,000-20,000 price bands. Sony comes next in the Rs 20,001-30,000 price band and Apple in the 'above Rs 30,000' price brand.

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