Indian Tablet market declined 24.9% YoY in 2023: IDC

In 2023, the Indian tablet market, which includes detachables and slates, saw a decline in shipments, totaling 4.01 million units, down by 24.9% compared to the previous year.

The detachable category experienced a modest growth of 17.7% year-on-year (YoY), while the slate category declined sharply by 33.3%.

Segment-wise Performance

The consumer segment showed a slight growth of 1.9% YoY, contrasting sharply with the commercial segment, which experienced a significant decline of 42.3% YoY, primarily due to delayed or canceled government deals.

The education segment also witnessed a steep decline of 53.7% YoY, while Small and Medium-sized Businesses (SMBs) fell by 25.9% YoY. Shipments through retail channels saw a modest increase of 11.9% YoY.

Notably, there was a strong 54% YoY growth in the direct internet channel, driven by increased efforts from vendors like realme and Xiaomi, who sell their devices directly through their websites.

Top 5 Company Highlights 2023

Samsung: Samsung led the market with a 39.5% share. It held the top position in both the commercial and consumer segments with shares of 46.6% and 33.4%, respectively. Despite a 34.7% year-on-year decline, Samsung maintained its dominance in the commercial segment.

Lenovo: Lenovo secured the second position with a 14.3% share, experiencing a 38.6% year-on-year decline in shipments. It held the second position in the commercial segment with a 17.5% share but ranked fifth in the consumer segment with an 11.6% share.

Apple: Apple held the third position with a 13.9% share, witnessing an 11.1% year-on-year decline. It was the second-largest vendor in the consumer segment with a 21.2% share and made strides in segments like IT/ITES and automotive in the commercial segment.

Acer Group: Acer Group held the fourth position with a 7.3% share. It maintained its third position in the commercial segment with a 15.7% share but faced setbacks due to delays or cancellations of government projects.

realme: realme secured the fifth position with a 6.8% share, experiencing a 9.5% year-on-year growth. Known for its consumer-centric approach, realme aggressively targeted festive sales, contributing to its growth in the market.

Outlook for 2024

Navkendar Singh, Associate Vice President of Devices Research at IDC India, South Asia & ANZ, anticipates challenges for tablets in 2024 due to reduced demand in the commercial segment and limited government projects.

He added that competition from Chromebooks and entry-level Android notebooks is expected to intensify, particularly in education deals, driven by aggressive pricing and enhanced features.

Commenting on the report, Bharath Shenoy, Senior Research Analyst, IDC India, said:

As newer Chinese vendors such as realme and Xiaomi ramped up their efforts, consumers were presented with a wider array of choices. Offering options priced below USD 300, featuring larger screens, and catering to the rising trend of using tablets for on-the-go productivity and entertainment, the consumer segment managed to thrive amidst challenging market conditions.