Image Source: The Hindu
India’s tablet market has witnessed a sharp contraction in the first half of 2025, with shipments plunging by 32.3% year-on-year to 2.15 million units. The downturn, reported by the International Data Corporation (IDC), reflects a steep decline in commercial demand, particularly from government-funded education programs. Despite the slump, Samsung has retained its leadership position, commanding over 41% of the market.
Key Highlights
Overall tablet shipments in India dropped 32.3% YoY in H1 2025
Commercial segment declined 61.7%, driven by reduced government procurement
Slate tablets fell 44.4%, while detachable tablets grew 18.9%
Samsung led the market with 41.3% share, followed by Lenovo (12.3%) and Apple (11.8%)
Consumer segment grew 20.5% YoY, buoyed by online sales and seasonal promotions
Commercial Segment Collapse
The most significant contributor to the market’s decline was the commercial segment, which saw a staggering 61.7% drop in shipments. This was largely due to the slowdown in government-funded education initiatives and manifesto programs that had previously driven bulk tablet purchases.
Public sector demand weakened due to the end of multi-year refresh cycles
Education tenders were either delayed or cancelled, impacting brands like Acer, which saw a 73.1% YoY decline
SMB and enterprise demand remained tepid, with limited new deployments
IDC analysts noted that the commercial segment is likely to remain under pressure through the remainder of 2025, with only selective recovery expected in enterprise verticals.
Consumer Segment Resilience
In contrast, the consumer tablet market showed strong momentum, growing 20.5% YoY in H1 2025. This growth was fueled by:
Exclusive online launches and cashback offers
EMI schemes and festive promotions such as Amazon Prime Day and back-to-school campaigns
Rising demand for larger screens, stylus support, and affordable entry-level models
Online channels outpaced offline retail, with brand-owned stores and regional chains also contributing to volume expansion.
Brand Performance and Market Share
Samsung continued to dominate both commercial and consumer segments, leveraging its strong presence in public sector education projects and aggressive inventory push across e-commerce platforms.
Samsung: 41.3% overall market share; 47.9% in commercial and 37.6% in consumer segments
Lenovo: 12.3% market share, driven by traction in SMB and enterprise channels
Apple: 11.8% share, boosted by new iPad launches and student discounts
Xiaomi: 11.4% share, gaining ground in the budget segment
Acer: 9.1% share, despite steep losses due to cancelled education deals
Samsung’s continued dominance was evident in Q2 2025, where it held a 40.8% share of total shipments.
Product Trends: Detachables vs Slates
The product mix shifted notably in H1 2025:
Detachable tablets grew 18.9% YoY, driven by hybrid work and learning needs
Slate tablets declined 44.4% YoY, pulling down overall volumes
Consumers increasingly prefer devices that offer flexibility, productivity features, and compatibility with accessories like keyboards and styluses.
Outlook for H2 2025
While the commercial segment may continue to face headwinds, the consumer market is expected to sustain its growth trajectory. IDC forecasts that:
The consumer tablet market, which doubled between 2019 and 2021, could triple by the end of 2025
Brands will focus on product differentiation, bundled services, and regional expansion
Demand will be driven by education, entertainment, and remote work use cases
However, the overall market may remain subdued unless commercial procurement revives or new government programs are introduced.
Conclusion
India’s tablet market in H1 2025 reflects a tale of two segments—commercial collapse and consumer resilience. Samsung’s leadership amid the downturn underscores its strategic positioning, while brands like Lenovo and Apple continue to gain ground through targeted offerings. As the market recalibrates, the second half of the year will be crucial in determining whether the sector can rebound or settle into a slower growth phase.
Sources: Economic Times, CNBC TV18
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