• In terms of volume, vivo led India’s smartphone market for the third successive quarter.
• With 29% YoY growth, Apple recorded its highest-ever Q1 shipment volume in India. The brand also led the market in terms of value.
• The >INR 45,000 ultra-premium price segment reached its highest-ever Q1 share at 14%, driven by 15% YoY growth, the fastest among all price bands.
• As a result, the wholesale ASP reached its highest-ever Q1 level.
  

New Delhi, Beijing, Boston, Buenos Aires, Hong Kong, London, San Diego, Seoul – April 30, 2025

India’s smartphone shipments in Q1 2025 declined 7% YoY, according to the latest research from Counterpoint’s Monthly India Smartphone Tracker. The market entered 2025 with high inventory levels, which impacted shipments during the first quarter. Besides, there was a 26% YoY drop in the number of new launches.

Commenting on the market’s volume dynamics, Senior Research Analyst Prachir Singh said, “In Q1 2025, India’s smartphone market shifted its focus towards preparing for more sustainable and structured growth. Key brands, dealing with high inventory levels, prioritized clearing excess stock to stabilize operations and set a stronger foundation for the remainder of the year. Despite this inventory adjustment, consumer demand for ultra-premium products remained strong. As a result, the ultra-premium segment (>INR 45,000) saw 15% YoY growth, while the average selling price (ASP) increased at an 11% CAGR post-COVID, highlighting a shift toward premium devices. This continued premiumization trend was further supported by growing affordability and expanding financing options, which made high-end devices accessible to a broader consumer base.”

Singh added, “However, despite low inflation and government efforts to push spending, consumer sentiment remained cautious, especially in the budget segment.”

Commenting on the competition dynamics, Research Analyst Shubham Singh said, “In Q1 2025, vivo further strengthened its leadership in India’s smartphone market, recording 9% YoY growth and marking its third consecutive quarter at the top. This performance was largely driven by strong traction for its sub-INR 15,000 offerings, particularly the Y29 5G and T4x models. Samsung climbed to the second spot this quarter, supported by multiple launches across price segments that helped drive momentum. The S series performed well, reaching its highest-ever share within Samsung’s premium portfolio, driven by the S25 ultra series. Meanwhile, Apple continued its strong upward trajectory, recording 29% YoY growth and its highest-ever Q1 volumes in India, further cementing its dominance in the premium segment. This performance underscores the growing appeal of high-end devices across the country, with Apple also leading the market in terms of value.”

OPPO secured the third position, supported by the strong performance of its A3 and K series, which were effectively marketed around durability, an increasingly important consumer consideration. Xiaomi, on the other hand, saw a decline in shipments during the quarter, primarily due to higher inventory levels. This is also the first time since 2016 that Xiaomi has fallen out of the top five in value share. Despite launching the Redmi Note 14 series, Redmi 14C 5G and A4 5G, these models witnessed lower-than-expected consumer traction. This prompted the brand to adopt a more cautious approach, focusing on stock clearance. realme posted a modest 3% YoY growth, driven by portfolio expansion through the new P series and the 14 Pro series.

Other key insights

• Nothing was the fastest-growing brand during the quarter, recording a 156% YoY growth driven by the newly launched 3a series. This marked the fifth consecutive quarter where Nothing held the position of the fastest-growing brand in India.
• Motorola continued its growth trajectory with a 59% YoY increase, driven largely by strong demand from offline channels.
• MediaTek led India’s smartphone chipset market with a 45% share, followed by Qualcomm at 32%.
• 5G smartphones captured a record-high share of 87% in total shipments in Q1 2025. Remarkably, the sub-INR 10,000 segment witnessed an exponential surge in 5G adoption, with its four-digit YoY growth highlighting the accelerated diffusion of 5G into the mass-market entry-level segment.
• Offline channels remained strong during the quarter, accounting for 65% of the overall market. Brands ramped up in-store promotions and regional outreach, especially in Tier 2 and Tier 3 cities. The online share was steady at 35%.

Outlook

India’s smartphone market is expected to grow at a low single-digit rate this year, driven by a favorable economic outlook and increasing global interest in Indian manufacturing. Lower tariffs compared to China and Vietnam are positioning ‘Made in India’ devices as a more cost-effective option for US importers, while the potential for enhanced bilateral trade between the US and India could further strengthen the country’s appeal as a global smartphone manufacturing hub.

Notes

• Revenue (value) is based on wholesale price.

The comprehensive and in-depth ‘Q1 2025 India Smartphone Tracker’ is available for subscribing clients. 

Feel free to contact us at press@counterpointresearch.com for questions regarding our latest research and insights.The Market Monitor research relies on sell-in (shipments) estimates based on vendors’ IR results and vendor polling, triangulated with sell-through (sales), supply chain checks and secondary research.

You can also  visit our Data Section (updated quarterly) to view the smartphone market shares for the World, US, China and India.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.