Highlights
Smartphone Market Growth in India
India’s smartphone market witnessed impressive growth in the July-September quarter of 2025, achieving a year-on-year increase of 5 per cent in volume and an extraordinary 18 per cent in value, as reported by Counterpoint Research. This quarter marks the highest value recorded in the Indian smartphone market.
The growth surge was fuelled by the festive season’s optimism, significant discounting, and a rising interest among consumers in high-end smartphones. Experts indicate that the industry is transitioning from merely selling a higher quantity of devices to enhancing value through premium offerings.
With retail inflation decreasing and consumer confidence on the rise, accessible financing and appealing trade-in offers have motivated users to upgrade to more luxurious models.
Senior Analyst Prachir Singh from Counterpoint Research pointed out that the improved financial environment and festive enthusiasm significantly contributed to robust sales momentum. Enhanced liquidity and lower interest rates, along with easy financing options, have driven upgrade-focused demand, prompting brands to prepare inventory ahead of time. Original Equipment Manufacturers (OEMs) implemented aggressive discounts and equated monthly instalment (EMI) plans for older models, thus attracting budget-conscious customers.
Premium Smartphone Category Growth
The premium smartphone segment, defined as devices priced above ₹30,000, experienced the most rapid growth, boasting a 29 per cent increase in shipments year-on-year. This transition towards premium devices significantly elevated the overall market value by 18 per cent, coupled with a 13 per cent rise in the average selling price.
Leading Brands in the Premium Segment
Apple dominated the premium market with a 28 per cent value share, bolstered by robust sales of the iPhone 16 and 15 series. The newly introduced iPhone 17 series has also garnered a positive reception, with early demand surpassing that of earlier versions.
Samsung closely followed with a 23 per cent value share, driven by the successful performance of its Galaxy S and A series, alongside unprecedented sales of its foldable phones.
In terms of shipments, vivo (excluding iQOO) maintained the lead with a 20 per cent market share, supported by its strong offline distribution network and the popularity of its T-series devices. Samsung ranked second with a 13 per cent share, while OPPO (excluding OnePlus) made gains through a broader product range and enhanced retail partnerships.
A noteworthy milestone was achieved as Apple entered the top five smartphone brands by volume in India, solidifying the country’s status as the third-largest market for iPhones globally. The iPhone 16 was recognised as the most shipped device in India for two consecutive quarters.
Analysts pointed out that Apple’s expanding retail presence, flexible financing options, and strong brand recognition are making its products increasingly attainable, even in smaller cities across India.