India’s smartphone market experienced a 1% year-on-year growth in volume and an 8% growth in value in 2025, highlighting a trend towards premiumization, as per a report by Counterpoint Research. The premium segment now constitutes over 20% of smartphones shipped in India, with Apple achieving its highest-ever value share. Vivo led the market in volume with a 20% share, while Apple dominated in value with a 28% share, with the iPhone 16 being the top-shipped model.
Samsung secured the second position in volume, driven by a well-rounded portfolio in the mass market. The surge in demand for premium devices propelled Samsung’s Galaxy S series to its highest-ever shipment share within the company’s portfolio. Motorola emerged as the fastest-growing brand by volume in 2025, experiencing a 54% year-on-year growth, with CMF being the fastest-growing sub-brand at 83%, according to the report.
Tarun Pathak, Research Director, highlighted the stable macroeconomic environment in India in 2025, supported by strong domestic demand, controlled inflation, and repo rate cuts. He noted that OEMs capitalized on this by enhancing their premium offerings, focusing on high-end camera capabilities and flagship-grade experiences, coupled with easier financing options for faster upgrades and increased budget flexibility.
The smartphone market in 2025 followed a varied trajectory, starting on a subdued note due to high inventory and fewer launches but gaining momentum from Q2 onwards. The recovery was fueled by new product launches, aggressive promotions, and festival-driven channel stocking, leading to a record quarterly value in Q3. Premium segment phones priced above Rs 30,000 emerged as the fastest-growing category in volume terms, expanding by 11% year-on-year and constituting 22% of overall shipments, the highest share to date.
