India’s tablet market witnessed a sharp contraction in the first half of 2025 (1H25), with shipments dropping 32.2 percent to 2.15 million units, according to the latest IDC Worldwide Quarterly Personal Computing Device Tracker.
While the overall tablet market struggled due to weak commercial demand, consumer tablet purchases surged, signaling changing buyer behavior and preferences, Priyansh Tiwari, research analyst, IDC India & South Asia, said in the report.
Consumer Segment Outpaces Market Decline
Despite the steep decline, the consumer tablet market grew 20.5 percent in 1H25, supported by vendor strategies and strong performance across e-commerce platforms, retail outlets, and online channels. Seasonal sales events such as Amazon Prime Day and Back-to-School promotions significantly boosted traffic and conversions, highlighting the growing role of festive and promotional cycles in driving purchases.
Online channels outpaced offline growth, fueled by exclusive launches, cashback offers, EMI financing, and brand-owned stores, making tablets more accessible to budget-conscious and premium buyers alike.
IDC notes that consumer preferences shifted toward larger screen sizes, stylus-supported models, and affordable entry-level tablets, reflecting demand from students, young professionals, and casual users. These trends helped counterbalance the slowdown in the commercial market.
Commercial Segment Faces Sharp Contraction
The commercial tablet segment dropped 61.7 percent YoY, weighed down by a 66.7 percent fall in education-related shipments and a 26.2 percent decline in enterprise demand. The downturn was attributed to the cancellation of education tenders, budget optimization by small and medium businesses (SMBs), and a weaker refresh cycle among large enterprises.
Top Tablet Brands in India – 1H25 Rankings
Samsung held the top spot with 41.3 percent share, dominating both commercial (47.9 percent) and consumer (37.6 percent) markets, supported by government projects and online-driven sales.
Lenovo followed with 12.3 percent share, performing strongly across SMB and enterprise segments while expanding in online consumer sales.
Apple secured third place with 11.8 percent share, strengthened by new iPad launches, student discount programs, and a solid 20.1 percent presence in the enterprise segment.
Xiaomi ranked fourth with 11.4 percent share, recording a strong 28.5 percent growth in consumer shipments due to its value-driven offerings.
Acer closed the top five with 9.1 percent share, but suffered a steep 73.1 percent decline after education and enterprise deal cancellations.
Outlook: Consumer Momentum to Remain Key Driver
With government-backed projects slowing down, consumer-driven demand will be the growth engine of India’s tablet market in the coming quarters. Affordable pricing, larger displays, bundled stylus support, and student-centric promotions are expected to further fuel adoption.
As India’s digital learning ecosystem and hybrid work culture evolve, tablets are likely to remain a popular choice among students, young professionals, and entertainment-focused consumers, even as the commercial segment continues to face pressure.
Baburajan Kizhakedath
