The spurt in growth came from the post-Covid requirement for high-performance smartphones
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Amazon India topped its sales with mid-premium smartphones in the Rs 20,000 – Rs 30,000 and Rs 30,000-Rs 50,000 segment, which saw more than 50% on-year growth. The spurt in growth came from the post-Covid requirement for high-performance smartphones.
Nishant Sardana, Category Leader, smartphones and accessories at Amazon India was quoted by ET saying that the growth in units in 2021 was led by mid-premium smartphones. “Over the last year, we have seen customers gravitate towards smartphones which are ideal for multitasking, which can manage work, entertainment, and day-to-day use cases as well,” Sardana said. He added that customers wee opting for performance-centric smartphones with a better processor and larger RAM. “Display-size, refresh rates will continue to be an ongoing battle,” he said.
Three out of four smartphones, sold on Amazon India, were purchased by customers from Tier 2 cities and towns, reflecting the demand from small towns, Sardana said
Speaking about the premiumisation trend in smartphones, Sardana said the base of approximately 50-60 million smartphones in the price band of Rs 5,000-Rs 10,000 bought in the past 3-4 years now want a better experience. “They want more from their smartphones – consuming OTT content, play games, but they realise what I have today is not sufficient, I need to upgrade to a better experience, and that’s where we are seeing the premium above Rs 20,000 with 5G support doing very well,” Sardana told ET.
Customers in Tier 2 and Tier 3 cities contributed to 70% of smartphone purchases, which was three times more than Tier 1 cities. Three out of four smartphones, sold on Amazon India, were purchased by customers from Tier 2 cities and towns, reflecting the demand from small towns, Sardana said.
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