Not just phones, Xiaomi’s smart TVs are also in low demand in India

Xiaomi is going through probably its most difficult phase since entering the Indian market more than a decade ago. The Chinese phone maker seems to be losing ground across categories and segments. While several reports from leading research firms have pointed out a steep decline in Xiaomi’s smartphone shipments in the country, the latest IDC data reveals that even Xiaomi smart TVs are in low demand in the country.

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Xiaomi has lost over 10 per cent market share in 2024 in comparison to the previous year. It currently holds 11.7 per cent market share as compared to 14.2 per cent last year. This comes as a shocker as the overall smart TV market in India grew by 8.6 per cent in the same period, reaching 12.1 million units, the IDC report said.

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The growth was led by smart TVs sized 55-inch and above, which saw a 43 per cent growth while the offline shipments also increase by 20 per cent. This indicates a shift towards large sized televisions along buyers.

All major players except Xiaomi saw healthy growth in the mentioned phase with Samsung (16.1 per cent) and LG (15.1 per cent) leading the industry.

“In 2024, the 55-inch and 65-inch smart TV segments experienced remarkable YoY growth of 42% and 75%, capturing 19% and 6% share, respectively. The market is expected to rebound in the upcoming quarters, leading to a mid-single digit growth in 2025,” Debasish Jana, Research Analyst at IDC said.

He added that the India Smart TV market started slow in 2025 with Jan-Feb’25 declining by 7 per cent YoY but a recovery is expected.

Earlier, both Canalys and Counterpoint Research have stated that Xiaomi has seen the sharpest decline in smartphone shipments among major players, reducing its market share to under 15 per cent. Meanwhile, a Digit report revealed further insights into company’s way of operating in the country, including a major disconnect with retailers, lack of pull products and inflated inventory.

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Manas Tiwari

Manas has spent a decade in media, juggling between Broadcast, Online, Radio and Print journalism. Currently, he leads the Technology coverage across Times Now Tech and Digit for the Times Network. He has previously worked for India Today where he launched Fiiber for the group, Zee Business and Financial Express. He spends his week following the latest tech trends, policy changes and exploring gadgets. On other days, you can find him watching Premier League and Formula 1. View Full Profile