Expanding Indian Smartphone Sector Witnesses 7% Growth in Second Quarter
In the second quarter of 2025, the Indian smartphone market saw a significant uptick of 7%, shipping a total of 39 million units. Vivo emerged as the leading brand, capturing a 21% market share and shipping 8.1 million units, thanks to strong channel partnerships and successful product launches.
Samsung followed closely, securing a 16% market share with shipments of 6.2 million units. The South Korean giant's strategy focused on financing offers, particularly for its mid-premium A-series models.
Apple, while having a lower volume compared to the top two, made a notable presence with the iPhone 16 series accounting for over 55% of its shipments. However, the more affordable iPhone 16e variant underperformed in Q2 2025.
Rounding out the top five were Oppo and Xiaomi, both holding a 13% market share and shipping 5 million units each.
Interestingly, Apple ranked sixth in the market, although its exact market share percentage wasn't specified directly. This was behind the top five brands, with the iPhone 16 series driving over half of its sales.
For the second half of 2025, analysts predict a greater reliance on channel activity rather than big launches, with a slight decline in the overall market expected. This potential decline could be due to long-term structural demand challenges in the Indian smartphone market.
Brands are now utilizing channel incentive programs to lock in inventory early, aiming for increased sales during the upcoming festive seasons. One such brand, Nothing, saw a 229% Year-on-Year (YoY) growth in Q2 2025, driven by the success of the Phone 3a Pro and CMF Phone 2 Pro.
Vivo's popularity extends beyond metropolitan areas, with the Vivo V50 series being popular in cities, while the Y-series finds favour in smaller towns. Meanwhile, Infinix, a mid-tier brand, has gained popularity among Gen Z in India, due to its focus on gaming and design-first marketing tactics.
Motorola, currently ranked #7, targets smaller cities in the Indian smartphone market. The ASICS Gel-Kayano 32, GM G+ TravelEase Pro, Oppo Reno 14 5G, and Nothing Phone 3 are notable gadgets of the week.
- The upcoming festive seasons might see increased sales for brands like Nothing, as they have been utilizing channel incentive programs to lock in inventory early, a strategy that has proven successful with their models like the Phone 3a Pro and CMF Phone 2 Pro.
- While the Indian smartphone market experienced a significant 7% uptick in the second quarter of 2025, with brands like Vivo, Samsung, Oppo, Xiaomi, and Apple dominating the scene, smaller cities might also see notable gadgets such as the Motorola lineup, the Oppo Reno 14 5G, the ASICS Gel-Kayano 32, and the GM G+ TravelEase Pro become popular among consumers.
