The Indian smartphone market witnessed a 3% year-on-year (YoY) growth in the third quarter (Q3) of 2025, with total shipments reaching 48.4 million units, according to the latest data from Omdia. The modest growth was driven by fresh model launches, aggressive channel restocking, and an early festive season that prompted faster inventory movement.

Key Points of Growth

The market’s performance in Q3 2025 reflected a tactical recovery rather than a strong demand rebound. Vendors focused on incentive-driven retail strategies to boost channel confidence, while festive schemes and promotional offers helped accelerate shipments ahead of the crucial Diwali quarter.

Omdia noted that the growth was primarily led by channel activity and marketing incentives, rather than a broad consumer recovery, as spending patterns in both urban and rural markets remained cautious.

India Smartphone Market Q3 2025 Overview

Smartphone vendors replenished inventories ahead of the festive season, anticipating a surge in sales. However, this growth was sustained largely through incentive-led channel pushes, including retail bonuses, special margins, and reward programs designed to motivate dealers and distributors.

Despite limited organic consumer demand, the overall shipment growth signals cautious optimism, with brands positioning themselves strategically for Q4 promotions and year-end sales.

Brand Performance

Vivo (excluding iQOO) maintained its lead in the Indian market, shipping 9.7 million units and capturing a 20% market share. Its success stemmed from a balanced portfolio, aggressive retail programs, and strong offline presence.

Samsung followed in second place with 6.8 million units and a 14% share, driven by strong mid-premium sales of the S24 and S25 FE series, though it faced challenges in the entry-level segment.

Xiaomi and OPPO (excluding OnePlus) both shipped 6.5 million units, securing the third and fourth positions respectively, with OPPO benefitting from festive promotions for the F31 series.

Apple re-entered the top five with 4.9 million units, marking its highest-ever shipments in India, supported by growing adoption in smaller tier cities and attractive festive offers.

Analyst Insights

According to Sanyam Chaurasia, Principal Analyst at Omdia, brands diverted significant marketing budgets toward high-impact retail incentive programs, offering cash bonuses, tiered dealer margins, and rewards like gold coins, motorbikes, and international trips. These aggressive incentives boosted inventory absorption before the festive season began.

He added that Q3’s momentum was “sustained through incentive-led channel push rather than organic consumer recovery.”

At the same time, smartphone makers enhanced consumer-facing offers such as zero-down-payment EMIs, micro-installment options, bundled accessories, and extended warranties to drive purchase conversions, particularly in competitive offline markets.

Brand Strategies in Detail

Vivo:

The brand extended its leadership by balancing online and offline growth. The T-series gained traction through e-commerce platforms, while the V60 and Y-series performed strongly in large-format retail and rural stores.

Samsung:

The company strengthened its mid-premium offerings with refreshed Snapdragon-powered S-series FE models, while older flagship devices contributed steady volumes. However, its entry-level segment saw increased competition from Chinese brands.

OPPO:

Supported by a vibrant retail campaign centered on the F31 series, OPPO gained festive visibility, driving strong sales momentum during August and September.

Motorola:

Outside the top five, Motorola achieved a record 4 million units, marking a 53% YoY growth, thanks to the offline success of its G-series and Edge 60 lineup.

Nothing:

The brand saw a 66% YoY growth, driven by the CMF Phone 2 Pro and Phone 3a, and strengthened its India strategy by positioning CMF as a locally headquartered sub-brand through collaboration with Optimus.

Apple:

Apple recorded its best quarter ever in India, reaching a 10% market share. Growth was particularly strong in smaller cities, where aspirational demand and better accessibility boosted sales. The iPhone 17 base model attracted upgraders from earlier iPhone generations, while discounted iPhone 15 and 16 units added significant volume.

Apple’s Record Quarter

Apple’s performance highlighted India’s growing importance as a strategic market. Its combination of premium branding and wider retail reach—through Apple Stores and authorized partners—has made iPhones more accessible to new segments. The festive discounts and exchange offers further strengthened its market footprint.

The company is now expected to focus on Pro model upgrades and expand its ecosystem strategy by promoting Apple Watch, AirPods, and service bundles for sustained growth.

Market Outlook

Despite Q3’s positive shipment growth, Omdia cautioned that the momentum may not sustain through the end of 2025. While GST reductions on large home appliances have improved overall retail sentiment, smartphone-specific recovery remains subdued.

Urban consumers continue to delay upgrades due to job uncertainties and price sensitivity, causing a potential inventory build-up in Q4, especially after the November sales cycle.

Meanwhile, rural demand has remained relatively stable but not strong enough to offset urban sluggishness.

For the full year 2025, Omdia forecasts a slight market decline, reflecting fragile recovery conditions and ongoing channel corrections.

Conclusion

India’s smartphone market in Q3 2025 showed signs of stabilization, growing 3% YoY despite weak consumer sentiment. The growth was primarily channel-driven, supported by aggressive incentives, festive promotions, and inventory readiness.

While brands like vivo, Samsung, and Apple continue to dominate, emerging players such as Motorola and Nothing are reshaping the competitive landscape. However, the true test will lie in sustaining growth beyond the festive season, as the market continues to balance between channel enthusiasm and consumer caution.

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The post Omdia Report: India’s Smartphone Shipments Rise 3% in Q3 2025 — Vivo Tops, Apple Breaks Record appeared first on Before You Take.