One in every two users is looking for Chinese smartphone alternatives: CMR survey

When it comes to brands, Lava and Samsung are the preferred brands for consumers in choosing an Indian alternative.

Chinese smartphones in India.

Anti-China sentiments in India have been around for quite some time due to border tensions between India and China. This led to Indians boycotting Chinese products especially electronics, and more popularly smartphones. A new survey conducted by CMR reveals one in every two users is looking for Chinese smartphone alternatives. Interestingly, an equal number of users will continue to purchase Chinese smartphones.

In terms of demographics, the survey found that the anti-China sentiment is higher in Tier-II cities as compared to cities in Tier-I. In cities like Mumbai, Kanpur, Jabalpur and Ranchi, two in every five users have decided not to upgrade to Chinese smartphones. This has affected retailers as well. One in every five retailers face difficulties in selling Chinese smartphones which happens mostly in Tier-II cities.

The survey also found that one in every seven retailers are confident this won't impact the sales of Chinese phones. Even among users, over one-third of them said they would boycott retailers selling Chinese smartphones.

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“The broad takeaway from the study is that there exists a chasm between those who feel angry and seek alternatives to their Chinese phones, and, those who remain unaffected by current sentiments. Amongst consumers and retailers who are passionate about the prevailing national themes, the clear alternatives under consideration include global brands such as Samsung and Nokia, and homegrown brands, such as Lava,” said Satya Mohanty, Head- Industry Consulting Group, CMR.

When it comes to brands, Lava has become the preferred brand for around 48% of potential consumers in choosing an Indian alternative. Samsung which is the biggest non-Chinese smartphone brand in India continues is also the most preferred for one in every three mobile phone users.

Riding on the ‘Made in India' trend, Lava launched a “Proudly Indian” portfolio with limited-edition phones that have a tri-coloured themed back cover. Micromax is also planning a comeback with a new ‘in' smartphone series hoping to regain its spot in the market.