INDIA, August 28, 2025 – India’s tablet market (including both detachable and slate tablets) shipped 2.15 million units in the first half of 2025 (1H25), marking a 32.2% year-over-year (YoY) decline, according to International Data Corporation‘s (IDC) Worldwide Quarterly Personal Computing Device Tracker. While the detachable tablet segment grew by 18.9% YoY, the slate tablet category declined sharply by 44.4% YoY, pulling down overall volumes. The market experienced a deeper contraction in 2Q25, with shipments down 42.1% YoY, following an 18.4% YoY decline in 1Q25. The downturn is largely attributed to a drop in commercial shipments, primarily driven by a reduction in government-funded manifesto programs, which historically represent a significant portion of the commercial segment.
Segment Highlights
In 1H25, India’s consumer tablet market grew 20.5% YoY, driven by aggressive vendor sell-in strategies and sustained demand across e-commerce platforms, retail stores, and online channels. The surge was further amplified by seasonal promotional events such as Amazon Prime Day sales and Back-to-School campaigns, which significantly boosted consumer traffic and conversions.
In contrast, the commercial segment experienced a steep 61.7% YoY decline, led by a 66.7% drop in the education segment and a 26.2% decline in the enterprise segment. This decline stemmed from multiple factors, including the cancellation or postponement of education tenders, cost optimization efforts among SMBs, and a limited refresh cycle within large enterprises.
“The consumer tablet segment continues to show strong momentum in India. Online channels outpaced offline growth, driven by exclusive product launches, cashback incentives, and EMI options, while brand-owned stores and regional retail chains also played a key role in expanding volumes,“ said Priyansh Tiwari, research analyst, IDC India & South Asia. “Growth was further bolstered by shifting consumer preferences, including increased demand for larger screen sizes, stylus-supported models, and affordable entry-level devices, all of which contributed to a strong performance during the quarter.”
Top 5 Company Highlights: 1H25
Samsung maintained its leadership position in India‘s tablet market in 1H25, capturing 41.3% overall market share. The brand led both the commercial segment (47.9%) and the consumer segment (37.6%). Samsung’s dominance was driven by public sector education projects and an aggressive inventory push, particularly targeting online channels. In 2Q25, the vendor continued to dominate the market, holding a 40.8% share of the total market.
Lenovo secured second position with 12.3% overall market share. The brand performed particularly well in the commercial segment, gaining traction in both the SMB and enterprise spaces. In the consumer segment, Lenovo also made notable gains, especially through e-tailer channels. The vendor continued its upward trajectory in 2Q25, capturing 13% share of the total market.
Apple ranked third with 11.8% overall market share. The company maintained a strong 14.4% share of the consumer segment, supported by the launch of new iPad models and targeted student discount programs. In the commercial segment, Apple’s share increased to 7.3%, as it breached 20.1% share in the enterprise segment. In 2Q25, Apple held a 12.1% share of the total market.
Xiaomi ranked fourth with 11.4% overall market share. The brand’s consumer segment experienced strong growth of 28.5% YoY, driven by its value-for-money, user-centric tablet portfolio launched in 2025. Xiaomi maintained its momentum in 2Q25, holding a 12.2% share of the total market.
Acer ranked fifth with 9.1% market share, despite experiencing a significant year-over-year decline of 73.1%. This sharp downturn was primarily due to cancellations of education deals and a slowdown in enterprise demand. Acer maintained 9.4% share of the total market in 2Q25.
Commenting on the outlook, Bharath Shenoy, research manager, Devices Research, IDC India, & South Asia, said, “The consumer tablet market doubled between 2019 and 2021 and is expected to triple by the end of 2025. For budget-conscious buyers, tablets offer a perfect blend of portability and functionality without the high cost of laptops. Tablet procurement surged in Government and Education segments over the past few years, but with a 3-4 year refresh cycle, public sector demand has been dwindling over the past few quarters, which might lead to a high double-digit decline in the commercial segment.”
Notes:
• Shipments include shipments to distribution channels or end-users. OEM sales are counted under the company/brand under which they are sold.
• Enterprise segment refers to all companies with 500 and above employees, and SMBs are referred to companies below 500 employees.
• Traditional PCs include Desktops, Notebooks, and Workstations and do not include Tablets or x86 Servers. Detachable Tablets and Slate Tablets are part of the Personal Computing Device Tracker but are not addressed in this press release.
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