Tablet PC shipments in India soared by 42.8% in 2024, reaching 5.73 million units, fueled by channel promotions, enhanced Android capabilities, and government-backed education initiatives. Both consumer and commercial segments experienced substantial growth, with Apple, Samsung, and Lenovo dominating the market. The rising cost of notebooks further boosted tablet demand, particularly in commercial sectors such as FMCG and hospitality.
The Indian tablet market witnessed an unprecedented surge in 2024, driven by rising notebook prices and significant advancements in Android features. According to the latest data from the IDC Worldwide Quarterly Personal Computing Device Tracker, tablet shipments (including detachables and slates) reached 5.73 million units in 2024, marking an impressive 42.8% year-over-year (YoY) growth. While the market saw a decline of 17% YoY in Q4 2024 due to delays in government manifesto deals, the overall momentum remained strong throughout the year.
The consumer segment registered a healthy 19.2% YoY growth in 2024, fueled by aggressive eTailer promotions, cashback offers, and discounts. Samsung dominated the eTailer channel, securing a 24.4% share.
Meanwhile, the commercial segment grew by an astonishing 69.7% YoY. This growth was primarily driven by a remarkable 104.5% YoY surge in the education sector, supported by government-funded educational projects. However, the Very Large Business (VLB) segment witnessed a 9.9% YoY decline.
“With Android tablets getting better cameras, software updates, and app integration, they are becoming the preferred choice for light productivity and entertainment, even attracting some PC buyers. More than 60% of shipments were entry-level tablets (≤US$300), but the average selling price (ASP) increased from US$309 in FY2023 to US$ 336 in FY2024 in the consumer segment. Rising component costs have led to increased notebook PC prices, making tablets a more attractive option for consumers,” said Priyansh Tiwari, Research Analyst, IDC India & South Asia.
1. Samsung – Market Leader with a 42.6% Share
Samsung continued its dominance in the Indian tablet market, holding a 42.6% share in 2024. It maintained leadership in both the consumer (32.1%) and commercial (51.1%) segments. The company had a strong presence in public sector education projects and executed a strategic inventory push during online sales. In Q4 2024, Samsung held a 35.5% market share.
2. Acer Group – Strength in Government and Education Deals
Acer secured the second position with an 18.7% market share in 2024. Its success was largely attributed to the commercial segment, where it commanded a 32.8% share, thanks to several government and education sector deals. Acer held an 8.9% share in Q4 2024.
3. Apple – Premium Segment Growth
Apple claimed the third spot with an 11% market share in 2024. The company saw a 45.3% YoY increase in the commercial segment, driven by growing adoption of iPads among top enterprise executives, government ministries, and FMCG firms. Apple also grew in the consumer segment by 4.7% YoY. In Q4 2024, it held an 18.1% share.
4. Lenovo – Strong Performance in eTailer Channel
Lenovo secured a 9% share in 2024, with a strong 18.6% YoY growth in the consumer segment. The company’s success was largely driven by demand for its budget-friendly models priced between $150 and $250, particularly in the eTailer channel. In Q4 2024, Lenovo held a 12.5% share.
5. Xiaomi – Exceptional Growth with a Focus on Online Channels
Xiaomi also captured a 9% market share in 2024, registering an outstanding 101.7% YoY growth. The company gained traction in Q3 2024, holding a 27.3% share of the total consumer market. Xiaomi’s aggressive focus on both offline and online sales channels, coupled with new product launches, contributed to this growth. The company held a 10.5% share in Q4 2024.
Looking ahead, commercial tablets are expected to remain a preferred computing device in large-scale government deals and enterprise applications. Industries such as FMCG, hospitality, and BFSI are increasingly adopting tablets for enhanced portability and productivity.
Commenting on the market outlook, Bharath Shenoy, Research Manager, Devices Research, IDC India & South Asia, noted, “The commercial tablet segment continues to play a crucial role in major government manifesto deals. The acceptance of tablets across various verticals, including FMCG, hospitality, and BFSI, is growing due to their convenience as portable productivity devices. With AI-powered tablets expected to launch in the coming months, the market is set to maintain its growth momentum, particularly in the consumer segment.”
India’s tablet market witnessed an extraordinary surge in 2024, driven by rising notebook prices, improved Android features, and increased demand across consumer and commercial segments. Samsung, Acer, Apple, Lenovo, and Xiaomi emerged as the top five players, each leveraging unique strategies to capture market share. As AI-powered tablets make their way into the market, the Indian tablet industry is poised for sustained growth, offering consumers and businesses innovative and affordable computing solutions.
You must be logged in to post a comment.
Stay ahead in the dynamic world of trade and commerce with India Business & Trade's weekly newsletter.