India’s smartphone market sees 18% value surge in Q2 2025; Vivo, iPhone 16 lead

India’s smartphone market bounced back in Q2 2025 with an 8% year-on-year rise in volume and an 18% surge in value, according to Counterpoint Research. 
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India’s smartphone market experienced a significant rebound in the second quarter of 2025, with an 8 per cent year-on-year (YoY) increase in volume and a remarkable 18 per cent YoY surge in value, according to Counterpoint’s Monthly India Smartphone Tracker.

This robust performance, which marked a strong recovery after a muted first quarter, was fueled by several key factors. A substantial 33 per cent YoY jump in new smartphone launches, aggressive marketing campaigns, and a strong showing during summer sales events all contributed to the growth. Brands offered steeper discounts, attractive EMI options, and bundled offers, particularly in the popular mid-range and premium segments, making devices more accessible to consumers.

Vivo leads shipments; Samsung, Apple dominate in value

In terms of market leadership, Vivo seized the top spot in terms of shipment volume, securing a 20 per cent market share. Samsung, however, led the market in value, capturing a 23 per cent share. Notably, the iPhone 16 emerged as the most-shipped device in Q2 2025, underscoring strong consumer demand for premium models.

Beyond Vivo’s 20 per cent share and Samsung’s 16 per centin volume, Oppo held 13 per cent, realme 10 per cent, and Xiaomi 8 per cent. When looking at wholesale value, Samsung and Apple were neck-and-neck, each holding a 23 per cent share, followed by Vivo at 15 per cent, Oppo at 10 per cent, realme at 6 per cent, and OnePlus at 4 per cent.

Economic boost fuels consumer sentiment

Prachir Singh, Senior Research Analyst at Counterpoint, highlighted the crucial role of an improved macroeconomic environment in boosting consumer confidence and spending. Singh stated that India’s smartphone market recovery in Q2 2025 was further supported by this improved environment, which led to a boost in consumer confidence and spending.

Retail inflation notably dropped to a six-year low, easing pressure on household budgets, while the central bank’s repo rate cuts made financing more accessible. Additionally, tax relief measures introduced earlier in the year increased disposable incomes and savings, creating a favourable environment for discretionary purchases.

Ultra-premium segment records fastest growth

This improving sentiment significantly contributed to the ultra-premium segment, encompassing devices priced above ₹45,000, which saw a strong 37 per cent YoY growth, making it the fastest-growing price tier. Singh explained that the ultra-premium segment helped the Indian smartphone market record its best-ever Q2 in value terms and achieve its highest-ever average selling price (ASP). Apple and Samsung successfully capitalised on this trend through aggressive affordability initiatives, including trade-in programs, no-cost EMIs, and limited-period summer discounts, making their flagship devices more accessible to aspirational buyers.

Published on July 30, 2025