Indian Smartphone Market Shows Resilience Despite Flat Growth in 2025

The Indian smartphone market demonstrated remarkable resilience in 2025, recording a modest 0.5% year-over-year growth despite challenging market conditions, according to the latest IDC report. Manufacturers shipped 152 million units throughout the year, marking a period of stability after a rocky start that saw the market recover significantly in the second half of the year.

While overall growth remained flat, the market's value story tells a different tale. Indian consumers are increasingly gravitating toward premium and feature-rich smartphones, driving a substantial 9% year-over-year growth in market value. This shift is reflected in the average selling price, which rose 4% to reach $279, indicating that buyers are willing to spend more for enhanced features and capabilities.

Apple emerged as the clear winner in the premium segment, capturing an impressive 29% market share by value. This performance is particularly noteworthy given that India remains Apple's fourth-largest market globally, following the United States, China, and Japan. The company secured a 10% overall market share, placing it fifth in the competitive Indian landscape.

Vivo continues to dominate the Indian market with a 19.3% share, maintaining its position as the country's top smartphone vendor. Samsung follows closely with 14.1%, while Oppo rounds out the top three with 13.3%. However, the competitive landscape shows significant variation across different price segments and brands.

Realme, despite experiencing a 9.5% decline in shipments, managed to hold onto the fourth position. The brand's performance highlights the intense competition in the mid-range segment, where multiple players vie for consumer attention. Meanwhile, OnePlus, Xiaomi, and Poco faced the steepest declines, with sales dropping by 38.8%, 29.3%, and 24.8% respectively throughout 2025.

The market segmentation reveals interesting patterns in consumer behavior. In the entry-level segment (sub-$100), Xiaomi and vivo maintain their dominance, collectively holding over 40% of the market share. This segment remains crucial for driving volume, though it offers lower profit margins compared to premium categories.

For the mass-budget segment ($100-200), vivo, Oppo, and Motorola lead the pack, catering to price-conscious consumers seeking reliable devices with modern features. The entry-premium category ($200-400) sees vivo, Samsung, and Motorola as the primary contenders, offering a balance of performance and affordability.

Samsung and Oppo dominate the mid-premium segment ($400-600), while Apple's stronghold becomes evident in the proper premium category ($600-800). Here, Apple commands a staggering 74% market share, primarily driven by strong sales of the iPhone 15, 16, and 17 series. These three models alone accounted for over 65% of all shipments in this price bracket.

The super-premium segment ($800+) further reinforces Apple's dominance, with the company holding 63% of the market share. Samsung made significant gains in this category, recording an 80% increase in sales and capturing 34% of the market. This growth suggests that Samsung's premium offerings are resonating with Indian consumers willing to invest in high-end devices.

Notably, only four segments recorded growth in 2025: entry-level, mid-premium, premium, and super-premium. The premium category stood out with an impressive 37% year-on-year growth, while the mid-premium segment expanded by 23%. This trend aligns with broader economic indicators suggesting rising wages across India, enabling consumers to upgrade to more sophisticated devices.

The shifting market dynamics have created opportunities for emerging brands. iQOO, Motorola, and Nothing emerged as the fastest-growing brands in India during 2025, capitalizing on the premiumization trend and filling gaps left by declining competitors.

This market evolution reflects a maturing Indian smartphone ecosystem where consumers are becoming more discerning and willing to invest in quality. While volume growth remains modest, the increasing value per transaction suggests a sustainable path forward for manufacturers who can deliver compelling premium experiences at competitive price points.

The Indian smartphone market's trajectory in 2025 demonstrates how economic development and changing consumer preferences are reshaping the competitive landscape. As wages continue to rise and digital literacy improves, the trend toward premium devices is likely to accelerate, potentially transforming India from a volume-driven market to one where value and innovation take center stage.