Overview:

Overall Indian handset brands’ shipments grew 11% YoY in 2021 which was higher than overall India handset market growth (7%). After outbreak of COVID-19, Indian brands got some push both from government and consumer. The government announced PLI schemes to boost local manufacturing and incentivize Indian brands. As a result, we saw a revival of brands including Micromax, Karbonn and LAVA in the smartphone segment.

LAVA emerged as top Indian brand in 2020 and 2021 with 46% and 42% share respectively among Indian brands’ shipments. Since then, LAVA has been trying to expand its manufacturing to leverage the PLI scheme. LAVA uses both OEM and EMS strategies. It produces handsets for Nokia and Motorola and has entered the LATAM market with the acquisition of B-Mobile. 

Number of Pages: 6

Publication Date: June 2022