Indian Smartphone Market Sees Strong Growth in 2025, Vivo Leads Over Samsung and Apple

The Indian smartphone industry showed signs of recovery in Q2 2025, with shipments increasing by 7.3% year-over-year (YoY) to 37 million units, according to the International Data Corporation (IDC) Worldwide Quarterly Mobile Phone Tracker. Despite this rebound, the first half of 2025 (1H25) recorded a modest 0.9% YoY growth with total shipments at 70 million units. Rising average selling prices (ASPs) and soft consumer demand are expected to limit full-year expansion.

@IDC

Brand Performance Overview

Vivo retained its lead for the sixth consecutive quarter, driven by a diversified portfolio across all price tiers and robust distribution networks.

Samsung secured second place, recording a strong 21% growth, thanks to new Galaxy A, M, and F series launches, including AI-enhanced mid-range smartphones.

OPPO took third position, supported by affordable K13 and A5x series sales and expanded service coverage. Meanwhile, Nothing and iQOO achieved the fastest annual growth rates, at 84.9% and 68.4%, respectively.

Apple saw a 21.5% YoY surge in shipments to 5.9 million units in 1H25. The iPhone 16 emerged as the best-selling smartphone in India, accounting for nearly 4% of all shipments.

Factors Driving Growth

Aditya Rampal, Senior Research Analyst at IDC Asia Pacific, attributed Q2 growth to widespread device launches, price drops on older models, improved retailer margins, and impactful marketing campaigns.

Market Segmentation in Q2 2025

ASPs reached a record high of US$275, up 10.8% YoY.

Entry-Level (Below US$100): Shipments rose 22.9%, holding a 16% share, led by Xiaomi’s Redmi A4 and A5.

Mass Budget ($100–$200): Slight growth of 1.1%, but share slipped from 44% to 42%, dominated by vivo, OPPO, and realme.

Entry-Premium ($200–$400): Declined 2.5%, with share falling from 30% to 27%. Leaders include vivo, Samsung, and OPPO; Motorola climbed to fourth.

Mid-Premium ($400–$600): Grew 39.5%, raising share from 4% to 5%, led by OPPO and OnePlus.

Premium ($600–$800): Soared 96.4%, now holding 4% share, fueled mainly by iPhone 15/16 series.

Super-Premium (Above $800): Increased 15.8%, steady at 7% share. Samsung led with 49%, followed by Apple at 48%.

@IDC

Chipset Trends

Qualcomm-powered phones surged 37.6%, claiming 33.9% share, while MediaTek’s share fell to 44.3% after a 15.4% shipment decline.

Sales Channels

Offline shipments grew 14.3%, lifting market share to 53.6%. Online sales remained flat YoY, but quarter-on-quarter share rose from 41.9% to 46.4%. Upasana Joshi, Senior Research Manager at IDC Asia Pacific, highlighted that offline growth benefited from omnichannel strategies, better margins, and in-store promotions, while online platforms boosted sales via seasonal discounts.

Outlook for 2025

IDC predicts a slight dip in annual shipments due to higher ASPs and economic pressures affecting budget segments. However, premium smartphones, particularly Apple models, are expected to maintain double-digit growth. The mid-range market faces risks of oversupply ahead of the festive season, prompting IDC to advise a focus on fresh inventory over aggressive discounting.

Source @ IDC

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