According to the report, Xiaomi's year-on-year shipments tripled in Q3. The report also indicates that the overall mobile phone registered a 30 percent quarter-on-quarter growth, highest sequential growth ever in India with more than 80 million of mobile phone shipments in the third quarter of 2017. Thirteen million smartphones were billed to e-tailers with 35 percent annual growth and 73 percent growth from the previous quarter. While a year ago Xiaomi shipped 32% of all online devices, this time the percentage rose to 37%. "E-tailers have popularised many trends in the smartphone market, like making devices more affordable through easy financing options, attractive exchange offers", said Jaipal Singh, senior analyst at IDC India. "However, it is gradually becoming an integral part of the omnichannel strategy for nearly all vendors with online exclusive model launches and partnerships with e-tailers during these sales", Jaipal Singh, a senior analyst with IDC India, said in the report. The top five brands, which also included Vivo and Oppo of China, accounted for 72% share of the smartphone market compared to almost 50% a year ago.
"E-tailers' several rounds of online festival sales in August and September led to robust growth in the smartphone category".
Xiaomi now controls 23.5% of the Indian smartphone market, which ties it with Samsung as the leading smartphone vendor in the country.
The report said that Xiaomi nearly tripled its shipments YOY and doubled QoQ in 2017Q3 as vendor increased its focus on the traditional channel for marketing its products. Xiaomi toppled Lenovo-Motorola, which has dropped to third position.
India accounted for 10% of all global smartphone shipments at 39 million units in the period - an increase of 40% over the previous quarter and a year-on-year increase of 21%. The surge was led by models like Galaxy J2.