India’s smartphone market reached a five-year high in the festive third quarter of 2025 (3Q25), with shipments growing 4.3% year-over-year (YoY) to 48 million units, according to IDC’s Worldwide Quarterly Mobile Phone Tracker.
Growth was driven by strong demand for premium smartphones, including both new launches and discounted older models. Slower uptake in entry-level Android devices and rising average selling prices (ASPs) indicated a market shift toward higher-value segments.
Brand Performance Highlights
vivo maintained the top position for the seventh consecutive quarter, supported by a diversified portfolio and balanced presence across offline and online channels. OPPO moved to second place, overtaking Samsung, aided by offline channel initiatives and trade schemes. Motorola recorded the fastest YoY growth at 52.4%, followed by Apple with 25.6% YoY growth, driven by continued demand for its premium lineup.
Apple’s Record Quarter in India
Apple achieved its highest-ever quarterly shipments in India, reaching 5 million units, securing fourth place for the first time. Shipments increased 25.6% YoY, led by consistent demand for both older models and new launches.
The iPhone 16 was the most-shipped device in India, representing 5% of total market shipments. The newly launched iPhone 17 series and iPhone Air accounted for 16% of Apple’s Q3 shipments, marking the strongest launch-quarter performance since 2021.
Market Drivers During the Festive Season
Growth in Q3 2025 was supported by discounts, promotional offers, trade-in programs, and flexible payment options. According to Aditya Rampal, Senior Research Analyst, IDC Asia/Pacific, eTailers focused on discount-led sales of previous-generation Apple and Samsung flagships, which significantly contributed to overall volumes.
Price Segment Breakdown (Q3 2025)
Average Selling Price (ASP)
-
ASP reached US$294, up 13.7% YoY, reflecting higher demand for premium and advanced-spec devices.
Entry-Level (Below US$100)
- Shipments grew 35.3% YoY, with market share rising to 16% from 13%.
- Xiaomi, realme, and vivo led the segment, together accounting for over 50% of shipments.
Mass Budget (US$100–US$200)
- Shipments declined 8.8% YoY, with share dropping from 45% to 40%.
- Leading brands included vivo, OPPO, and realme, with OPPO A5 and vivo T4X as top-selling models.
Entry-Premium (US$200–US$400)
- Shipments fell 4.9% YoY, with share decreasing from 29% to 26%.
- vivo, OPPO, and Samsung led the category. Motorola Edge 60 Fusion was the highest-shipped model in this segment.
Mid-Premium (US$400–US$600)
- Shipments grew 10.7% YoY, with share rising from 3% to 4%.
- Samsung led, followed by OPPO and OnePlus. Galaxy S24 contributed nearly 25% of shipments in this price band due to eTailer discounting.
Premium (US$600–US$800)
- Shipments increased 43.3% YoY, with share growing from 4% to 6%.
- Apple’s iPhone 16, 15, and 17 series made up over 70% of shipments in this range.
Super-Premium (Above US$800)
- Segment grew 52.9% YoY, with share rising from 6% to 8%.
- Apple led with 66% share, Samsung followed at 31%.
- Top models included iPhone 16, Galaxy S24 Ultra, Galaxy Z Fold7, iPhone 16 Pro, and Galaxy S25 Ultra.
Chipset Market Trends
- Qualcomm-powered devices grew 17.9% YoY, capturing 29.2% market share, driven by Xiaomi, POCO, and Nothing shipments.
- MediaTek shipments declined 9.7% YoY, with share falling from 53.1% to 46%.
Offline vs Online Channel Performance
- Offline shipments grew 21.8% YoY, increasing market share to 56.4% from 48.3%.
- Online shipments fell 12% YoY, with share declining from 51.7% to 43.6%.
- Offline growth was fueled by festive schemes, attractive trade margins, and brand-level pricing adjustments. Online platforms focused promotions primarily on premium devices, leading to reduced demand in entry-level and mid-tier segments.
IDC Outlook for India’s Smartphone Market
Upasana Joshi, Senior Research Manager, IDC Asia Pacific, noted that Q3 promotions and financing options increased shipment volumes. However, demand remained concentrated in premium segments, leaving the mass market under pressure and creating inventory buildup heading into Q4 2025. Rising component costs, particularly in memory, and currency fluctuations prompted post-Diwali price increases.
IDC forecasts a YoY decline in Q4 2025 shipments, with total annual shipments expected to fall below 150 million units.