India’s smartphone market grew 5% YoY in terms of shipments and 18% YoY in terms of value in Q3 2025 (July–September), reaching its highest-ever quarterly value, according to Counterpoint Research’s Monthly India Smartphone Tracker. Thanks to festive deals and strong demand for its iPhone 16 and 15 series, Apple entered the top five by volume, with India emerging as the third-largest iPhone market.
The premium segment was the fastest-growing category, with 29% YoY shipment growth as more consumers moved toward higher-value devices, said Senior Analyst Prachir Singh from Counterpoint. This premium push lifted the overall market’s value by 18% YoY, reaching its highest-ever level in a single quarter, with the average selling price (ASP) rising by 13% YoY, he added.
Indian Smartphone Market Q3 2025
Capitalizing on the premium smartphone trend are Apple and Samsung. Apple led the market with a 28% revenue share and entered the top five by volume in Q3 2025. Samsung followed closely with a 23% value share, driven by its premium Galaxy S series and AI-led mid-tier A series.
vivo (excluding iQOO) stood third in terms of revenue with a 14% market share and led the market in terms of volume with a 20% share, driven by its strong offline network and the continued success of the T series in the mid-tier segment.
OPPO’s revenue share declined from 11% in Q3 2024 to 9% in Q3 2025, but it is gaining traction with a volume-driven strategy, showing a 13% volume share, going head-to-head with Samsung.
Other key market trends include iQOO emerging as the fastest-growing brand of the quarter in terms of volume with 54% YoY growth, Motorola recording 53% YoY shipment growth in Q3 2025, and Lava becoming the fastest-growing brand in the sub-INR 10,000 price segment with 135% YoY shipment growth.
MediaTek SoC–based devices led with a 46% shipment share, followed by Qualcomm at 29%. Thanks to major festive discounts, online channels reached a 45% share of shipments, driven by festive season sell-in, while offline channels continued to lead with 55%.
Commenting on the market’s value dynamics, Senior Analyst Prachir Singh said,
With retail inflation easing and supportive fiscal measures improving household liquidity, the festive season began on a strong note as consumer confidence strengthened. Softer interest rates and easy financing options further fueled upgrade-driven demand, encouraging OEMs to stock channels in advance. OEMs rolled out aggressive discounts and EMI offers on older models, effectively attracting value-conscious buyers and setting strong momentum for the quarter.