India smartphone market is showing signs of steady revival. According to the latest report from Omdia, the market grew 3% year-on-year in Q3 2025, reaching 48.4 million units shipped. The growth may appear modest, but it reflects how brands are gearing up for India’s biggest shopping season — the festive months — with aggressive retail pushes, incentive programs, and new device launches.
Rather than being purely demand-driven, this quarter’s growth was powered by channel restocking and strategic marketing, as vendors prepared early for the festive rush.
vivo Tightens Its Grip on the India Smartphone Market
vivo has once again proven its dominance in India, shipping 9.7 million smartphones and capturing a 20% market share — its highest yet. This marks a 19% annual growth, driven by a well-balanced mix of online and offline strategies.
Its T-series performed strongly in the online segment, while the V60 and Y-series captured attention across offline and rural markets. But more than just product launches, vivo’s success stems from its deep retail integration, strong promoter network, and smart incentive programs that resonate with both consumers and distributors.
This quarter firmly cements vivo’s position as India’s top smartphone brand, at least for now.
Samsung Holds Ground, but Faces Pressure at the Bottom
In second place, Samsung shipped 6.8 million units, securing 14% market share — slightly down from last year. The brand found success in the mid-premium segment with refreshed Snapdragon-powered Galaxy S24 and S25 FE models. However, the entry-level market continues to be its Achilles’ heel, where Chinese rivals have been more aggressive with pricing and promotions.
Still, Samsung remains a strong player thanks to its broad product ecosystem and brand trust, particularly in urban India.
Xiaomi and OPPO Battle It Out for Third Spot
Xiaomi narrowly edged out OPPO to claim the third position, though both shipped 6.5 million units, each holding a 13% market share.
Xiaomi, however, saw a 17% decline compared to Q3 2024. The brand’s challenge lies in maintaining momentum amid fierce competition and shifting consumer sentiment. Meanwhile, OPPO managed a 3% year-on-year growth, largely powered by its F31 series and a multi-layered channel strategy that targeted both offline retail and smaller regional markets.
The takeaway? While Xiaomi continues to battle perception fatigue, OPPO’s focused retail execution is paying off — even in a cautious market.
Apple’s Best Quarter Yet in India
If there’s one brand that stood out this quarter, it’s Apple. The company recorded its highest-ever quarterly shipments in India, at 4.9 million units, giving it a 10% market share — a massive 47% YoY growth.
This growth was fueled by smaller cities and tier-2 markets, where aspirational buyers are taking advantage of festive discounts and zero-cost EMI options. The iPhone 17 base model saw strong adoption, while older models like the iPhone 16 and 15 dominated discount-driven sales.
Apple’s growing offline presence and premium branding have transformed it from a niche player to a mainstream aspirational brand in India. If this trend continues, Apple could break into double-digit share consistently for the first time in 2026.
Rising Contenders: Motorola and Nothing Impress
Outside the top five, Motorola had a breakout quarter — shipping 4 million units, up 53% YoY, driven by strong sales of the G-series and Edge 60.
Meanwhile, Nothing recorded an impressive 66% YoY growth, led by the CMF Phone 2 Pro and Phone 3a. Its repositioning as India’s first locally headquartered sub-brand under the Optimus partnership is clearly resonating with younger audiences.
These two brands prove that India’s market still has room for innovation — and that smaller players can carve space if they balance design, value, and marketing effectively.
The Reality Behind the Numbers
Despite the festive optimism, analysts warn that this momentum might not hold through Q4. According to Omdia’s Sanyam Chaurasia, much of the current growth is “incentive-led channel push rather than pure consumer recovery.”
Distributors and retailers were lured into tiered bonus schemes, gold coin rewards, and cash-per-unit incentives to absorb inventory ahead of the festival season. On the consumer side, zero-down-payment EMIs, micro-installment options, and bundled accessories helped push conversions.
But the concern remains — actual consumer sell-out lags behind shipment growth, raising the risk of inventory pile-ups in the coming months.
A Fragile Recovery Ahead
Urban demand continues to be shaky, with buyers postponing upgrades due to economic uncertainty and rising cost sensitivity, even as financing options improve. Rural markets have remained relatively steady, but not strong enough to offset urban caution.
Omdia predicts that 2025 could still see a mild annual decline, reflecting an ongoing recovery phase that’s highly dependent on broader economic sentiment.
Verdict: vivo Leads, Apple Rises, Market Stabilizes
In a nutshell — vivo remains India’s top smartphone brand, driven by retail power and balanced product strategy. Samsung holds steady but needs stronger entry-level momentum. Apple, on the other hand, is emerging as a serious growth story in India, and Motorola and Nothing are proving that fresh energy still matters in an increasingly crowded market.
As 2025 draws to a close, India’s smartphone landscape looks stable yet competitive — and in 2026, the real question will be: Can vivo keep the crown, or will Apple’s momentum turn the tables?