02 September 2019
Amazon Echo led the Indian smart speakers’ market in 2018 and grabbed 59% share. Google Home was on the second spot with 39%-unit share, according to a report by International Data Corp (IDC).
IDC's "India Monthly Smart Speaker Device Tracker", revealed that a total of 753,000 units were shipped in 2018 in India. Google Home Mini outsold all other smart speaker models and emerged as a top seller. Amazon’s Echo Dot with its second and third generation models were the most dominant series, with four out of 10 devices sold in the country, reveals IDC.
"Though the smart speaker is a relatively young product in India, the integration of voice assistants such as Alexa and Google Assistant in smart devices is gaining immense popularity in the country," said Jaipal Singh, Associate Research Manager, Client Devices, IDC India.
The main driver of the early adoption of the smart speaker is due to the novelty factor.
"However, it is certainly driving the shift in consumer behavior and accelerating the adoption of voice interfaces in India," Singh added.
Smart speakers were first launched in the Indian market in the fourth quarter of 2017 when Amazon launched its Echo range of devices. Since then a number of companies have launched their devices in this category. Online e-commerce vendors remained the dominant sales channel for smart speakers.
"Many Indians are using voice assistants for the first time in their smartphones -- some even using them in their feature phones -- now with more localised and enhanced use cases, they want to use voice interfaces in more and more devices," added Navkendar Singh, Research Director, IDC India.