The Indian tablet market witnessed a major slowdown in the third quarter of 2025. Total shipments dropped to around 1.33 million units, registering a 19.7% year-over-year decline. The downfall was largely driven by weaker institutional and commercial purchases.
🛍️ Online Shopping Keeps Consumer Segment Alive
Interestingly, while commercial demand shrank, consumer tablet sales actually grew. Shipments in this segment saw a 13.5% YoY increase, supported by festive-season promotions and discounts. E-commerce channels played a crucial role, recording nearly 53.9% growth compared to last year.
Educational and SME orders, however, took a big hit — falling by 61.9% and 47.9% YoY, respectively, showing that the institutional market remains under pressure.
📊 Market Leaders: Samsung Strong, Apple Drops to Fourth
Brand-wise performance also shifted notably this quarter:
| Rank | Brand | Market Share (Q3 2025) |
|---|---|---|
| 1 | Samsung | 37.5% |
| 2 | Lenovo | 16.8% |
| 3 | Xiaomi | 15.5% |
| 4 | Apple | 9.2% |
| 5 | Acer | ~7.9% |
Despite the overall market decline, Samsung maintained the lead at the top, although its own shipments dipped year-on-year. Apple, which typically holds a strong position, slid down to fourth place, indicating a tougher competitive landscape.
🔮 Outlook: Tablets Still Relevant, But Growth Challenges Ahead
Analysts believe the market isn’t collapsing — instead, it’s rebalancing:
- Tablets are increasingly seen as affordable PC alternatives for entertainment and productivity.
- Demand from festive shopping suggests strong retail-level interest.
- Commercial orders must recover for the market to return to growth.
If upcoming education budgets and enterprise spending improve, the tablet space could regain momentum in 2026.
📝 Final Thought
Even though the market is down nearly 20%, shifting consumer behavior — especially toward online shopping — shows India’s tablet story is far from over. With strong competition and new launches expected, the upcoming quarters will reveal whether the decline is temporary or part of a larger trend.
