India Smartphone Market Grows Slightly in Q2 2025; Vivo Leads for Sixth Quarter in a Row

India's smartphone market saw a modest increase in the first half of 2025, with shipments reaching 70 million units, marking a 0.9% year-over-year growth. The second quarter alone accounted for 37 million units, reflecting a 7.3% rise compared to the previous year. Despite this recovery from earlier declines, consumer demand remains weak, and rising average selling prices are expected to slow the annual recovery pace.

Segment Performance and Brand Leadership

Apple continued its strong momentum, with shipments climbing 21.5% YoY to 5.9 million units in 1H25. The iPhone 16 emerged as the top-shipped model in India during this period, accounting for 4% of total shipments.

On the other hand, the entry-level segment, priced below $100, experienced significant growth of 22.9% year-over-year, capturing a 16% market share, up from 14%. Xiaomi led this segment with its affordable Redmi A4/A5 models. Meanwhile, the mass budget segment (US$100

In the entry-premium category (US$200

Premium Segment Growth

The premium segment (US$600

Qualcomm-based smartphone shipments increased by 37.6% year-over-year, capturing a market share of nearly one-third at 33.9%. Conversely, MediaTek's share fell significantly from over half to just above two-fifths due to a decline in shipments.

Channel Dynamics and Market Strategies

Offline channel shipments rose by over one-tenth year-over-year, now holding more than half of the market share at approximately 53.6%. Online channels remained steady but saw their share decrease compared to last year while slightly increasing quarter-on-quarter.

Brands have been focusing on omnichannel strategies to boost offline sales through attractive margins and price reductions. E-tailers have responded with summer sales offering discounts on mid-range and premium devices to remain competitive.

Brand Performance Insights

Vivo maintained its leadership position for six consecutive quarters with a balanced portfolio across segments and channels. Samsung followed closely behind with strong growth driven by new Galaxy models featuring AI capabilities. Oppo secured third place thanks to new affordable models and enhanced service support.

Nothing recorded the highest year-over-year growth at nearly double its previous performance, followed by iQOO with significant gains as well.

Future Outlook

The IDC anticipates a slight decline in smartphone shipments for the remainder of the year due to rising ASPs and economic challenges affecting consumer demand in budget segments. While affordable Android phones face contraction, iPhones continue their double-digit growth trend.

Via