The Indian smartphone market has witnessed a significant shift in the third quarter of 2025, with Vivo emerging as the second-largest smartphone brand, surpassing Samsung. According to the International Data Corporation (IDC), India's smartphone market reached a five-year high, with shipments growing 4.3% year-over-year to reach 48 million units. This growth was primarily fueled by strong demand for premium smartphones.

Market Overview

The third quarter of 2025 saw the Indian smartphone market achieve its highest growth in five years, driven by the festive season. Consumers actively sought deals on both online and offline channels, particularly for flagship and high-end models. Smartphone companies leveraged strategies such as cashbacks, trade-in programs, no-cost EMI options, and discounts, especially on previous-generation premium smartphones from brands like Apple and Samsung. The average selling price (ASP) of smartphones also climbed to a record US$294, marking a 13.7% year-over-year increase, as consumers increasingly shifted towards higher-value devices. While the offline market experienced a growth of 21.8% YoY, capturing 56.4% of the market share, online sales saw a dip, accounting for 43.6%.

Brand Performance

Vivo has maintained its lead in the Indian smartphone market for the seventh consecutive quarter. While Vivo is in the second spot, the topper is not mentioned in any of the articles found. Oppo has climbed to the second position, overtaking Samsung. Oppo's growth is attributed to strong offline channel partnerships, dealer incentives, and the launch of mid-range models that resonated well with Indian consumers. Samsung secured the third position, supported by its Galaxy S24 and Galaxy A-series lineup, and continues to lead the mid-premium segment (Rs. 20,000 to 40,000). Apple achieved its highest-ever quarterly shipments in India, reaching 5 million units and securing the fourth position in the market for the first time. Motorola recorded the highest YoY growth among the top brands, driven by its portfolio in the affordable-premium segment.

Segment Performance

The super-premium segment (US$800 and above) saw the fastest expansion, with a 52.9% YoY growth, increasing its market share from 6% to 8%. Apple regained leadership in this segment with a 66% share, followed by Samsung at 31%. The entry-level segment (below US$100) also experienced significant growth, increasing by 35.3% YoY and expanding its market share from 13% to 16%. This growth was primarily driven by increased rural demand and government initiatives promoting digital access.

Chipset Trends

Smartphones powered by Qualcomm chipsets registered a 17.9% YoY increase, capturing a 29.2% market share. This growth was mainly driven by flagship-grade devices from Xiaomi, POCO, and Nothing. Meanwhile, MediaTek's market share declined to 46% from 53.1% due to weaker performance in the entry and mid-tier categories.

Future Outlook

While the Indian smartphone market experienced strong growth in Q3 2025, IDC expects a slowdown in Q4 2025, projecting total annual smartphone shipments to fall below 150 million units due to high inventory levels and rising component costs.