India’s festive season has kicked off with remarkable smartphone sales growth, showcasing a dynamic shift in consumer purchasing patterns. From September 26 to October 6, 2024, smartphone sales surged by 11% year-over-year (YoY), according to insights from TechInsights. This increase is a positive indicator of consumer spending during the festive season, which traditionally sees heightened demand for electronics, particularly smartphones.

The momentum is expected to continue throughout the festive period, culminating in a peak after Diwali. Counterpoint Research projects that over 35 million smartphones will be sold during this period, marking a 3% YoY increase in volume and a 9% rise in value. This growth is significantly fueled by major brands like Samsung and Apple, which are leveraging deep discounts, no-cost EMI options, and attractive deals to entice buyers.

Ranjit Babu, Director of Consumer Electronics at Amazon India, highlighted the popularity of high-end models during this sales period. “The iPhone 13 and Samsung Galaxy S23 Ultra, despite their premium price points, have flown off the shelves. The Galaxy S24 Ultra also sold out quickly, with stock being replenished soon. Furthermore, the OnePlus 12 and OnePlus 12R are performing exceptionally well,” he shared with CNBC-TV18. This indicates a strong consumer preference for premium devices, reflecting an evolving market landscape where high-end models are in demand.

Market research firm Counterpoint Research noted that Amazon gained more YoY traction compared to Flipkart, largely due to the strong sales of premium devices during the Great Indian Festival. Samsung emerged as the top brand during this first wave of festive sales, capturing 20% of the market share. Popular models such as the Galaxy M35, Galaxy S23, and Galaxy A14 contributed to a 17% YoY increase in units sold.

"Samsung’s strong performance was bolstered by its sponsorship of Flipkart’s Big Billion Days and Amazon’s Great Indian Festival, along with substantial price reductions," stated Abhilash Kumar, Industry Analyst at TechInsights. This strategic alignment with e-commerce platforms has proven beneficial for the brand, facilitating increased visibility and sales during critical shopping events.

Interestingly, premium smartphones, priced above ₹30,000, bucked the trend of flat sales in other segments, experiencing 7% YoY growth. The ultra-premium category, dominated by Apple and Samsung, witnessed a significant 12% YoY growth. The iPhone 15 and iPhone 13 emerged as top sellers on Amazon and Flipkart, respectively, while Samsung’s Galaxy S23 series led premium Android sales.

HONOR smartphones also saw robust online performance in Southern India, while offline sales gained traction in the East and Northern regions. “With the festive season in mind, we are committed to driving higher sales conversions while introducing cutting-edge technology," stated Madhav Sheth, CEO of HTech.

Online channels have emerged as a dominant force, with Flipkart and Amazon accounting for nearly 70% of all smartphone sales. Notably, Flipkart holds 52% of the volume share. The first wave of sales witnessed an 8% YoY growth in revenue, surpassing $3.2 billion for the first time, despite unit volumes declining slightly by 3%. This showcases a shift in consumer preferences toward higher-value purchases.

Looking ahead, as sales pick up in the second wave of festive shopping, brands like vivo, OPPO, and Motorola are expected to perform better, according to insights from Counterpoint. The festive season remains a critical period for brands to enhance visibility, drive sales, and connect with consumers, laying the groundwork for continued growth in the Indian smartphone market.

In summary, the 2024 festive season has set a promising tone for smartphone sales in India. With major brands like Samsung and Apple leading the charge, and online channels dominating sales, consumers can expect a wide range of options and significant value in their purchases.

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