Following a challenging start to 2025, the Indian smartphone market experienced a recovery by mid-year, achieving a modest 0.5% year-over-year growth by year-end, according to the latest IDC report. Manufacturers shipped 152 million units, and despite the stagnant market, some smartphone makers thrived, largely due to evolving consumer preferences.
Today's Indian consumers are increasingly targeting high-value smartphones, with a notable demand for premium and feature-rich models. This trend is reflected in a 9% year-over-year growth in market value and an increase in average selling prices, which rose by 4% year-over-year to $279.
Apple led the premium segment with a significant 29% market share by value. Notably, India ranks as Apple's fourth-largest market, trailing only the USA, China, and Japan. Overall, Apple held a 10% share of the smartphone market, securing the fifth position.
Vivo maintained its status as the market leader with a 19.3% share, followed by Samsung at 14.1%, and Oppo with a 13.3% share. Realme saw a 9.5% decline in shipments but remained in fourth place. OnePlus, Xiaomi, and Poco were the least successful brands, experiencing declines of 38.8%, 29.3%, and 24.8%, respectively, throughout 2025.
In the entry-level segment (sub-$100), Xiaomi and Vivo continue to dominate, collectively holding over 40% market share. Vivo, Oppo, and Motorola lead in the mass-budget category ($100-200), while vivo, Samsung, and Motorola head the entry-premium segment ($200-400). In the mid-premium category ($400-600), Samsung and Oppo are the top players. Apple remains dominant in the premium segment ($600-800) with an impressive 74% market share, fueled by strong sales of the iPhone 15, 16, and 17, which accounted for over 65% of all shipments in this category.
In the super-premium category ($800+), Apple also leads with a 63% share, followed closely by Samsung, which experienced an 80% increase in sales to capture 34% market share.
Interestingly, only the entry-level, mid-premium, premium, and super-premium categories recorded growth in 2025, with the premium segment showcasing an impressive 37% year-on-year growth, followed by a notable 23% increase in the mid-premium segment.
As disposable incomes rise across India, consumers are gradually shifting towards more premium devices. While Xiaomi's performance declined, brands like iQOO, Motorola, and Nothing have emerged as the fastest-growing players in the Indian smartphone market for 2025.
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