India's smartphone market has shown resilience in the face of global economic headwinds, with a slight growth in shipments during the first half of 2025. According to the International Data Corporation (IDC), the market shipped 70 million smartphones in 1H25, representing a 0.9% year-over-year increase. The second quarter of 2025 alone saw a 7.3% increase, with 37 million units shipped. However, analysts predict a low single-digit decline in overall shipments for the year, citing weak consumer demand and rising average selling prices (ASPs) as limiting factors.

Despite the tempered growth forecast, competition among smartphone brands remains fierce. Vivo has maintained its lead in the Indian market for the sixth consecutive quarter, capturing a 19% market share in Q2 2025. The company's success is attributed to its well-balanced product portfolio across various price points and effective distribution channels. Vivo's year-over-year growth clocked in at an impressive 23.5%.

Samsung held the second position with a 14.5% market share, demonstrating strong growth of 21% driven by the launch of new models in its Galaxy A, M, and F series, some featuring AI capabilities in the mid-range segment. Notably, Samsung overtook Apple to become the leading brand in India's premium smartphone market (devices priced above $800), holding a 49% share compared to Apple's 48% in Q2 2025. Key models in this segment included the Galaxy S25, S24 Ultra, S25 and the iPhone 16 series.

Oppo secured the third spot with a 13.4% market share, achieving a substantial 25.4% year-over-year growth. This growth was fueled by its affordable K13 and A5x models, along with a focus on improving service center support.

However, not all major players experienced growth. Realme and Xiaomi, ranking fourth and fifth respectively, saw their shipments decline. Realme's market share decreased from 12.6% to 9.7%, while Xiaomi's fell from 13.5% to 9.6%. OnePlus also experienced a significant decline, with shipments down by 39.4%.

Despite the challenges faced by some Chinese brands, others, like Nothing and iQOO, experienced remarkable growth. Nothing registered the highest year-over-year growth at 84.9%, followed by iQOO at 68.4%. Apple also maintained a strong performance, with shipments growing 21.5% year-over-year to 5.9 million units in the first half of 2025. The iPhone 16 emerged as the highest-shipped model across India during this period, accounting for approximately 4% of overall smartphone shipments.

Several factors contributed to the overall market dynamics. A flurry of new model launches across all price segments, coupled with price reductions on older models, increased offline channel margins, and strong marketing efforts, collectively fueled market growth in Q2 2025. The average selling price (ASP) reached a record high of $275 in Q2 2025, a 10.8% increase compared to the previous year. The entry-level segment (below $100) witnessed strong growth of 22.9%, with Xiaomi leading this segment with its affordable Redmi A4 and A5 models.

The Indian smartphone market is increasingly competitive, with brands vying for market share across various price segments. While Vivo continues to dominate, Samsung has emerged as a strong contender, particularly in the premium segment. The market is expected to see a low single-digit decline in shipments for the full year 2025, but certain segments, like the premium category, are projected to continue their growth trajectory.