During the third quarter of 2025, India’s smartphone market increased by 5% year on year in volume and 18% in value, the largest quarterly value ever recorded. This increase was attributable to strong festive sales and continued demand for premium gadgets. The premium market (priced over INR 30,000) showed tremendous growth, with shipments increasing by 29%, owing mostly to strong demand for Apple and Samsung’s flagship models. Notably, Apple broke into the top five brands by volume this quarter, with India becoming its third-largest iPhone market. Vivo dominated the market with a 20% share (excluding iQOO), because of its diverse product line and sales channels.
According to Counterpoint Research, India’s smartphone market expanded significantly in Q3 2025, with a 5% year-over-year gain in shipments and an amazing 18% increase in value, hitting its greatest quarterly value yet. Festive sales, excellent online and offline marketing strategies, easy financing options, trade-in offers, and attractive discounts. All helped to drive growth. Senior Analyst Prachir Singh said that higher household liquidity as a result of lower inflation and fiscal measures increased consumer confidence, pushing OEMs to stock up ahead of time and launch aggressive promotional offers.
The premium sector stood out, with shipments increasing by 29% year on year, resulting in an 18% gain in market value. The average selling price increased by 13% year on year, with Apple taking 28% of the market value, driven by demand for its iPhone 16 and 15 series, as well as the successful debut of the iPhone 17 in India. Samsung followed closely with a 23% value share, owing mostly to its premium Galaxy S series and AI-driven mid-tier A-series models, as well as remarkable success from the current Galaxy Z Fold series, which established sales records in the foldable smartphone category.
According to Research Analyst Shubham Singh, the market’s volume dynamics in Q3 2025 demonstrated a strong balance between product cycles and channel strategies. Although there were fewer releases than in Q3 2024, big online and offline sales events helped OEMs clear inventory and boost momentum before the holiday season. Vivo (excluding iQOO) topped the market with a significant 20% share, due to its strong offline network and the continued popularity of its T series in the mid-tier sector. Samsung came in second with a 13% market share, owing largely to its achievements in the premium and mid-range categories, particularly through its S and A series devices. OPPO (excluding OnePlus) is gaining traction, with a volume-driven approach supplemented by an augmented portfolio, enhanced retailer engagement, and improved profit margins.
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Notably, Apple cracked the top five brands by volume for the first time this quarter, becoming India the world’s third-largest iPhone market. This feat may be ascribed to Apple’s aspirational brand image, enhanced affordability through financing alternatives, and an expanded retail base, which enabled the company to effectively capitalise on the current premiumisation trend. For the second quarter in a row, the iPhone 16 was the most popular smartphone in India, with smaller cities experiencing increased demand. Furthermore, the increased percentage of Pro models is driving up market average selling prices (ASPs).
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In the most recent quarter, iQOO displayed extraordinary growth, increasing volume by 54% year on year (YoY). This spike can be attributed to its expanding gaming portfolio and excellent community-oriented marketing activities. Similarly, Motorola had a 53% YoY gain in shipments in Q3 2025, powered by strong demand for its G and Edge series and a greater retail presence, which has bolstered its growth trajectory. Furthermore, Lava has emerged as the fastest-growing brand in the industry.
