India’s smartphone shipments increased 3% year-on-year (YoY) in Q3 2025, reaching 48.4 million units, according to the latest data from Omdia. The growth was supported by new model launches in July and August, channel restocking, and an early festive season that advanced inventory flows.
India Smartphone Market Q3 2025
Vendors replenished stocks ahead of expected high festive demand. However, the rise was primarily driven by incentive-based channel activity, rather than a broad consumer recovery.
Brand Performance
- vivo (excluding iQOO) maintained its lead with 9.7 million units and a 20% market share.
- Samsung ranked second with 6.8 million units and a 14% share.
- Xiaomi placed third, narrowly ahead of OPPO (excluding OnePlus), with both brands shipping 6.5 million units.
- Apple re-entered the top five, recording 4.9 million units, aided by growing demand in smaller tier cities.
Analyst Insights
According to Sanyam Chaurasia, Principal Analyst at Omdia, vendors redirected marketing budgets toward high-impact retail incentive programs, offering cash-per-unit bonuses, tiered margins, and dealer contests with rewards including gold coins, bikes, and international trips. These schemes encouraged distributors and retailers to absorb more inventory before the festive period.
He added
With limited organic demand, Q3’s momentum was largely sustained through incentive-led channel push rather than pure consumer recovery.
At the same time, vendors strengthened consumer-focused offers, such as zero-down-payment EMIs, micro-installment plans, bundled accessories, and extended warranties, to increase purchase conversions.
Brand Strategies
- vivo extended its lead with a balanced portfolio, aggressive retail programs, and a strong promoter network. The T-series performed well online early in the festive period, while the V60 and Y-series expanded across large-format and rural retail channels.
- Samsung gained mid-premium traction through older generation models and refreshed Snapdragon-powered S24 and S25 FE devices but faced pressure in the entry-tier segment.
- OPPO’s volumes were supported by an extensive festive retail campaign centered on the F31 series.
- Outside the top five, Motorola achieved a record 4 million units, marking 53% YoY growth, driven by the offline expansion of its G-series and Edge 60 lineup.
- Nothing grew 66% YoY, led by the CMF Phone 2 Pro and Phone 3a, as it repositioned CMF as India’s first locally headquartered sub-brand through its partnership with Optimus.
Apple’s Record Quarter
Apple posted its highest-ever shipments in India in Q3, securing a 10% share. Growth was led by smaller cities, supported by aspirational demand, wider availability, and festive offers.
- Discounted sales of older iPhone 16 and iPhone 15 models drove major volumes, while the iPhone 17 base model gained traction among users upgrading from the iPhone 12–15 generation.
- Apple is expected to focus on Pro-model upgrades and strengthen its ecosystem strategy for long-term growth.
Market Outlook
Omdia noted that the current momentum is unlikely to sustain through year-end. While GST reductions on large appliances improved overall retail sentiment, smartphone-specific recovery remains limited.
- Urban consumers continue to delay upgrades amid job uncertainty and cost sensitivity, leading to sell-out lagging behind shipments and potential inventory build-up in Q4, especially after November.
- Rural demand has stayed relatively stable but remains insufficient to offset slower urban activity.
For the full year 2025, Omdia forecasts a modest market decline, reflecting a fragile recovery influenced by economic conditions and ongoing channel corrections.