Samsung Stays On Top While India’s Tablet Market Faces A Sharp Decline: IDC Report

India’s tablet market closed Q3 2025 with a noticeable shift in momentum. According to the IDC Worldwide Quarterly Personal Computing Device Tracker, the industry shipped 1.33 million units during the quarter, marking a 19.7 per cent year-over-year decline. The broader category which includes both slate and detachable tablets saw detachables grow 7.3 per cent, but this rise was overshadowed by a sharp 29.4 per cent fall in slate models. IDC attributes the overall decline to a deep contraction in commercial demand even as consumer interest climbed at its fastest pace in more than ten years.

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Consumer Demand Surged Thanks To Festive Buying And Online Channels

The consumer segment recorded a strong 13.5 per cent year-over-year jump fuelled by festive shopping cycles, heavy promotional schemes, bank incentives and refreshed product lineups. Vendors pushed significant inventory into channels during online sale periods, which helped amplify the lift in consumer buying.

This performance sharply contrasted with the commercial market, which weakened further. IDC reports that online retail remained a dominant factor, with the e-commerce channel posting 53.9 per cent year-over-year growth as more buyers migrated to digital shopfronts.

Commercial Shipments Took A Hard Hit Across Sectors

Commercial tablet shipments nosedived 53.5 per cent year over year, becoming the most impacted segment of the quarter. Education deployments plunged 61.9 per cent, and purchases by small offices dropped 47.9 per cent. IDC attributes this to delayed education tenders, smaller budgets among small and mid-sized businesses and extended replacement timelines.

Providing insight into emerging trends Priyansh Tiwari, research analyst at IDC India and South Asia, said festive online sales played a significant role in boosting tablet adoption, especially in smaller cities. He noted that tablets are increasingly used for both entertainment and productivity when paired with add-ons such as keyboards and styluses. He also mentioned that channel inventory remains elevated and may require adjustment even as strong sell-through signals continued consumer strength.

Samsung Held Its Lead As Competitors Fought For Momentum

Samsung maintained its top position in Q3 2025 with a 37.5 per cent market share, leading both the commercial and consumer segments. Its performance was supported by public sector education initiatives and a strong online push. Lenovo held second place at 16.8 per cent, boosted by a rising enterprise footprint and growing adoption of Motorola-branded tablets among young consumers.

Xiaomi followed with 15.5 per cent, driven by a 21.8 per cent consumer share aided by competitive pricing exchange programmes and bundled accessories during major sale events. Apple secured fourth position with 9.2 per cent, maintaining steady demand in enterprise and education. Acer rounded out the top five at 7.9 per cent, helped by the completion of education-related projects and a 26.4 per cent share in commercial shipments.

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Outlook Suggests Tablets May Become A Strategic Alternative To PCs

Looking ahead Bharath Shenoy, research manager at IDC India and South Asia, said the Indian tablet market continues to show resilience. He observed that tablets are evolving into more versatile AI-enriched productivity tools that support personalised workflows. With PC prices expected to increase, tablets may become a more attractive option for new buyers and for government programmes looking to balance rising costs and slowing PC demand.