India’s smartphone market witnessed a significant revival in Q2 2025, with shipments growing 8% year-on-year (YoY) and the overall market value surging by 18%. According to Counterpoint Research’s Monthly India Smartphone Tracker, this resurgence follows a sluggish start to the year, driven by increased launches, aggressive promotions, and economic improvements that lifted consumer sentiment.

Market Overview: Q2 2025 Performance

The Indian smartphone landscape rebounded strongly in the second quarter, underpinned by a 33% increase in new smartphone launches and heightened retail activities. Discounts, easy EMI schemes, and bundled offers particularly in the mid and premium segments helped revive consumer interest and accelerated purchases.

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Senior Research Analyst Prachir Singh noted that the easing of inflation to a six-year low and government-backed financial policies, such as repo rate cuts and tax relief, improved disposable income and access to consumer credit. These developments collectively enhanced affordability and willingness to spend.

Surge in Premium and Ultra-Premium Segments

One of the standout developments in Q2 2025 was the impressive 37% YoY growth in the ultra-premium segment (above ₹45,000). This growth contributed significantly to the peak average selling price (ASP) in India for a second quarter.

To capitalize on this trend, brands like Apple and Samsung launched trade-in programs, interest-free EMI plans, and seasonal promotions, which significantly boosted their premium segment performance.

Key Brand Performance Highlights

Nothing recorded a staggering 146% YoY shipment growth, thanks to the CMF Phone 2 Pro and its broader offline expansion. This marks six consecutive quarters of strong performance.

Motorola saw an 86% YoY rise in shipments, propelled by strong sales of its G and Edge series, and deeper reach into tier 2 and 3 cities.

Lava emerged as the fastest-growing brand in the sub-₹10,000 category, growing 156% YoY. The brand’s success stemmed from its stock Android experience, value-driven pricing, and improved after-sales service.

MediaTek retained leadership in the smartphone chipset market with a 47% share, followed by Qualcomm at 31%. Qualcomm shipments also saw a healthy 28% YoY increase.

The iPhone 16 became the top-shipped smartphone in Q2 2025, helped by attractive EMI schemes, aggressive retail campaigns, and strong market execution. Apple achieved its best-ever Q2 shipment numbers in India.

OnePlus grew its ultra-premium segment by 75% YoY, driven by the OnePlus 13, 13R, and early adopters of the compact 13s series.

Realme entered the ultra-premium space with its GT 7 Pro Dream Edition, aiming at younger, experience-focused users, and expanding offline presence.

Competitive Landscape and Strategic Moves

Research Analyst Shubham Singh emphasized the role of coordinated offline and online sales campaigns in clearing older inventories and supporting new model launches. Improved retailer incentives, local campaigns, and brand-driven marketing contributed to the robust market comeback.

Vivo (excluding iQOO) registered a 23% YoY increase, primarily driven by its Y and T series in the ₹10,000-₹15,000 range. These models also helped expand vivo’s offline retail footprint.

Samsung maintained its position as India’s second-largest smartphone brand, supported by strong A and S series promotions and continued upgrades in the premium segment.

OPPO (excluding OnePlus) claimed third spot, driven by revitalized A5 and K series devices. Increased retailer engagement and better margins further strengthened its offline performance.

Future Outlook: H2 2025 and Beyond

Looking ahead, the report anticipates continued growth in India’s smartphone market through the second half of 2025. Favorable economic indicators, renewed product portfolios, and deeper offline penetration are expected to sustain this upward trajectory.

With brands emphasizing premiumization and offering more value-added upgrades, Indian consumers will likely see an even broader range of compelling devices in the months to come. The focus will remain on optimizing affordability, performance, and overall user experience to tap into both first-time buyers and upgraders.

Conclusion

The second quarter of 2025 proved pivotal for the Indian smartphone market. Amid macroeconomic stability and aggressive brand strategies, India witnessed not just volume growth but also an increase in market value. As players continue to innovate and refine their go-to-market approaches, Q3 and Q4 are poised to reflect further momentum in both budget and premium segments.

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The post India’s Smartphone Market Hits Record Q2 Growth: 8% Shipment Surge, 18% Value Jump & Ultra-Premium Boom appeared first on Before You Take.