Apple, Lenovo gain ground while Samsung retains lead in India's shrinking tablet market

The tablet market in India has encountered a significant downturn in the first half of 2025, as shipments dropped by a staggering 32.2% compared to the previous year, according to new data from the International Data Corporation (IDC). A mere 2.15 million units were shipped, primarily due to a notable decline in the commercial sector, which has been adversely affected by a reduction in government-funded educational initiatives. While the consumer segment has demonstrated impressive growth of 20.5%, it has not been sufficient to counterbalance the dramatic 61.7% fall in commercial shipments. The slate tablet category was especially hard-hit, experiencing a 44.4% decline, which overshadowed an 18.9% increase in detachable tablet sales. The second quarter of 2025 proved particularly challenging, marked by a 42.1% year-over-year drop, following an 18.4% decline in the first quarter. On a brighter note, the consumer market has thrived amid these difficulties. Brands have adopted aggressive sales strategies, and there has been a sustained demand on e-commerce platforms, bolstered by seasonal promotions such as Amazon Prime Day and Back-to-School campaigns. "The consumer tablet segment continues to show strong momentum in India," stated Priyansh Tiwari, a research analyst at IDC India & South Asia. He noted that online sales channels have outpaced offline growth, driven by exclusive product launches, cashback offers, and flexible payment options, with brand-owned stores and local retail chains also contributing to volume increases. From a competitive standpoint, Samsung held its leading position with an impressive 41.3% market share in the first half of 2025, dominating both the commercial and consumer sectors. Lenovo secured second place with a 12.3% share, followed closely by Apple at 11.8% and Xiaomi at 11.4%. Acer completed the top five with a 9.1% share, despite experiencing a considerable 73.1% year-over-year decline due to the downturn in educational contracts. Looking ahead, the forecast indicates a continued split between the consumer and commercial markets. Bharath Shenoy, research manager for Devices Research at IDC India & South Asia, remarked that the consumer tablet market, which doubled between 2019 and 2021, is anticipated to triple by the end of 2025. However, he cautioned that the commercial segment could see a "high double-digit decline" as the refresh cycle for government and educational procurements has resulted in decreased demand.