India’s smartphone market defied expectations with a 7% year-on-year surge in Q2 2025, reaching 39.0 million units shipped. This robust rebound, driven primarily by easing inventory challenges and a flurry of fresh product launches, signals a significant recovery after a sluggish start to the year. Despite various headwinds, including extreme weather and geopolitical uncertainties, the market found its footing, with key players adjusting strategies to capitalize on renewed demand.
Contents
Market Rebound and Key Drivers
The strong Q2 performance followed a cautious Q1, where vendors held back new releases due to elevated inventory levels. The concerted effort to clear stock and introduce new models proved effective, stimulating consumer interest. This growth occurred even during a seasonally soft quarter, underscoring the resilience of the Indian smartphone market.
Smartphone shipments in India surged by 7% year-on-year in Q2 2025, driven by fresh product launches and reduced inventory challenges across major brands.
Top Performers: Vivo Dominates, Samsung and OPPO Solidify Positions
Vivo, excluding its sub-brand iQOO, emerged as the undisputed market leader, shipping 8.1 million units and capturing a commanding 21% market share. Its success was largely attributed to strong channel partnerships and the widespread acceptance of its new launches. The V50 series, targeting Tier 1 and Tier 2 cities through large-format retail and promotional campaigns, performed exceptionally well. Simultaneously, the Y-series maintained strong momentum in smaller and semi-urban areas via deep distribution networks and dedicated promoter efforts. The T-series also saw steady growth online, benefiting from an expanded product portfolio.
Samsung secured the second position with 6.2 million units and a 16% market share. The company leveraged its robust financing options, particularly for its mid-premium segment devices like the A36 and A56, offering attractive 18- and 24-month zero-cost EMI schemes to make devices more accessible to consumers.
OPPO, excluding OnePlus, climbed to third place, shipping 5 million units and achieving a 13% market share, closely trailing Xiaomi. OPPO’s solid quarter was fueled by strong offline momentum from its A5 series and increasing online traction for the K13 model.
Shifting Landscape: Xiaomi and Realme Face Headwinds
Xiaomi, despite shipping 5 million units and sharing the third spot with OPPO, experienced a year-on-year decline in shipments. The brand focused its Q2 efforts on models like the Redmi 14C 5G and A5, alongside a targeted design refresh for its Note 14 series to boost visibility. Similarly, realme saw a year-on-year decline, with online softness partially offset by gains in offline channels. Models like the C73, C75, and 14X contributed significantly, accounting for 35% of its total shipments. For deeper insights into market dynamics, you might be interested in our analysis of [consumer purchasing patterns in emerging markets].
The Rise of Challengers: Apple, Motorola, Infinix, and Nothing Reshape the Market
Beyond the top five, increased competition is actively reshaping India’s smartphone landscape. Premium brands and design-led challengers are refining their market strategies. Apple, ranking sixth in Q2 2025, saw its iPhone 16 family account for over 55% of its shipments. The iPhone 15 and 13 models continued to drive demand across various price points. However, the iPhone 16e faced challenges post-launch as consumers questioned the value proposition of its single-camera design and the largely unrealized potential of its Apple Intelligence features.
Motorola, in seventh place, is strategically expanding its retail presence into smaller cities after a successful urban push. Infinix gained significant traction through its bold design identity and targeted campaigns appealing to gaming and creator communities. It surpassed TECNO to become TRANSSION’s leading brand in India, contributing 45% of the group’s 1.8 million shipments. Nothing continued its impressive growth, surging 229% year-on-year, driven by design-led innovation that resonated particularly with young urban consumers. Its volumes were led by the CMF Phone 2 Pro, Phone 3a, and Phone 3a Pro.
| India’s smartphone shipments and annual growthCanalys Smartphone Market Pulse: Q2 2025 |
|---|
| Vendor |
| vivo |
| Samsung |
| OPPO |
| Xiaomi |
| realme |
| Others |
| Total |
| Note: vivo excludes iQOO. OPPO excludes OnePlus. Xiaomi estimates include sub-brand POCO. Percentages may not add up to 100% due to rounding.Source: Canalys Smartphone Horizon Service, sell-in estimates, July 2025 |
Table illustrating India's smartphone market share by vendor for Q2 2025, highlighting vivo's lead and the performances of Samsung, OPPO, Xiaomi, and realme, along with annual growth percentages.
Navigating the Road Ahead: H2 2025 Outlook
Looking ahead to the second half of 2025, India’s smartphone market will largely depend on robust channel execution rather than just new product launches, given the limited organic demand. Brands are proactively securing inventory with distributors and retailers through aggressive channel incentive programs in anticipation of India’s significant festive season, which includes Monsoon sales, Durga Puja, and Diwali cycles. These incentives range from high-value rewards like foreign trips to vehicle rewards, all tied to sales performance.
Furthermore, retail infrastructure upgrades are gaining momentum, with improved booth setups, structured shelf placements, and stricter quarterly targets for promoter engagement and in-store execution. Concurrently, brands are intensifying efforts to enhance affordability by expanding long-tenure financing options, particularly for mid- to high-end models. While these strategies are expected to bolster channel confidence and boost short-term sales, Canalys (now part of Omdia) projects a modest decline for the full-year 2025, as structural demand challenges are likely to persist. For a comprehensive view of the market’s trajectory, delve into our [quarterly market pulse reports].
