India’s smartphone market regained momentum in Q2 2025, posting a 7% year-on-year growth with 39.0 million units shipped, as reported by Canalys (now part of Omdia). This rebound comes after a challenging first quarter marked by inventory constraints and conservative vendor strategies. Q2’s recovery was powered by timely product launches, aggressive channel engagement, and adaptive retail strategies amid macroeconomic and climatic headwinds.
Table of contents
- vivo Emerges as Market Leader with 21% Share
- Samsung Secures Second Position with EMI-Focused Strategy
- OPPO Reclaims Momentum in Offline Channels
- Xiaomi Declines 25% YoY Despite Tactical Refreshes
- realme Slips to Fifth Position Amid Online Weakness
- Premium and Emerging Brands Intensify Competitive Landscape
- Festive Outlook Hinges on Channel Execution
- India Smartphone Market Share – Q2 2025 vs. Q2 2024
- Conclusion
vivo Emerges as Market Leader with 21% Share
vivo led the Indian smartphone market with 8.1 million units shipped, accounting for 21% market share. This growth is attributed to:
- Strong channel partnerships
- The successful performance of the V50 series in Tier 1 and Tier 2 cities
- Sustained demand for the Y-series in semi-urban regions
- Consistent online performance of the T-series
The brand’s ability to balance retail and digital presence proved crucial in expanding its reach and consolidating leadership.
Samsung Secures Second Position with EMI-Focused Strategy
Samsung retained second place with 6.2 million units shipped and a 16% market share, reflecting a modest 2% YoY growth. Despite a conservative push in Q2, the brand effectively leveraged mid-premium models like the Galaxy A36 and A56 through:
- Zero-cost EMI options for 18 and 24 months
- Targeted marketing in aspirational segments
- Strengthened offline-finance collaboration
Samsung’s focus on affordability and premium experience enabled it to defend its stronghold in the competitive mid-range segment.
OPPO Reclaims Momentum in Offline Channels
OPPO climbed to third position with 5 million units shipped, translating to a 13% market share and an impressive 24% YoY growth. Key contributors to this performance include:
- High offline traction of the A5 series
- Growing online momentum via the K13
The company’s dual-channel play and design-focused product push helped it outpace Xiaomi in Q2.
Xiaomi Declines 25% YoY Despite Tactical Refreshes
Xiaomi experienced a 25% YoY decline, with shipments dropping to 5 million units (13% share) from 6.7 million a year earlier. While the Redmi 14C 5G and Redmi A5 saw decent traction, and the Note 14 series benefited from refreshed design visibility, these efforts were insufficient to counter the broader slowdown in Xiaomi’s market performance.
realme Slips to Fifth Position Amid Online Weakness
realme shipped 3.6 million units, achieving a 9% share but registering a 17% YoY decline. The brand struggled with online channel softness but partly compensated through:
- Stronger offline presence
- Volume-driven models like C73, C75, and 14X
These three devices contributed over 35% of realme’s Q2 volumes, signaling an evolving offline-centric focus.
Premium and Emerging Brands Intensify Competitive Landscape
The “Others” category accounted for 11 million units, representing 28% of the market and a notable 23% YoY increase. This segment was energized by:
Apple
Ranked sixth with the iPhone 16 series contributing to over 55% of its shipments. However, the iPhone 16e faced muted response due to its:
- Single-camera design
- Underutilized Apple Intelligence features
Motorola
Expanded its retail footprint in Tier 3 and Tier 4 towns, building on strong urban performance.
Infinix
Surpassed TECNO to become TRANSSION’s leading brand in India with:
- Bold design language
- Campaigns aimed at gamers and creators
- Accounted for 45% of TRANSSION’s 1.8 million shipments
Nothing
Achieved 229% YoY growth, driven by:
- Design-led innovation
- Success of CMF Phone 2 Pro, Phone 3a, and Phone 3a Pro
Festive Outlook Hinges on Channel Execution
Heading into H2 2025, market growth is expected to depend less on new product introductions and more on robust channel execution. Vendors are focusing on:
- High-stakes incentive programs with rewards including foreign trips and vehicle giveaways
- Retail experience upgrades with improved booths and structured shelf plans
- Aggressive promoter training and deployment
- Flexible financing options for high-ticket devices
While these initiatives are likely to boost festive sell-through, Canalys projects a slight full-year decline due to structural demand limitations.
India Smartphone Market Share – Q2 2025 vs. Q2 2024
| Vendor | Q2 2025 Shipments (Mn) | Q2 2025 Share | Q2 2024 Shipments (Mn) | Q2 2024 Share | Annual Growth |
|---|---|---|---|---|---|
| vivo | 8.1 | 21% | 6.2 | 17% | +31% |
| Samsung | 6.2 | 16% | 6.1 | 17% | +2% |
| OPPO | 5.0 | 13% | 4.1 | 11% | +24% |
| Xiaomi | 5.0 | 13% | 6.7 | 18% | -25% |
| realme | 3.6 | 9% | 4.3 | 12% | -17% |
| Others | 11.0 | 28% | 8.9 | 25% | +23% |
| Total | 39.0 | 100% | 36.4 | 100% | +7% |
Conclusion
India’s smartphone market in Q2 2025 demonstrated a resilient return to growth, largely driven by channel strength, localized marketing, and inventory recalibration. With macroeconomic uncertainties and demand headwinds continuing into H2, the industry’s ability to sustain growth will depend on executional excellence, affordability strategies, and retail innovation. While top brands like vivo, OPPO, and Samsung consolidated their positions, newer challengers like Nothing and Infinix signaled a shift in consumer preferences, particularly among Gen Z and urban-first users.