The Indian smartphone market is undergoing a big change, as its citizens bought a record 35 million devices in Q3 2016. Whilst the record number of sales is not too shocking, as the quarter is usually a successful one for retailers in the run up to the festival season and Diwali, critically both Samsung and Micromax lost ground to budget competition. Whilst both companies still hold the largest two shares in the market, both companies saw a market fall of 4%. Meanwhile, cheaper device manufacturers such as Xiaomi, Vivio and Oppo all saw gains in the market. These gains mean that all three companies now hold spots in the top ten smartphone brands in the country.