- The number of new smartphones launched in India rose 32% YoY in Q1 2026, despite rising BOM costs related to higher memory prices.
- The average launch price climbed 11% YoY in Q1 2026 to INR 37,200 driven by increasing BOM costs, along with the premiumization trend, with brands re-aligning portfolios and pricing to offset cost pressures and protect margins.
- OEMs also optimized overall device specifications and component mix, balancing affordability in lower segments while strengthening premium offerings to better match evolving consumer demand and margin requirements.
- Despite strong launch activity, India smartphone shipments declined 3% YoY in Q1 2026, reflecting weak consumer demand and slower retail conversions.
The Indian smartphone market registered 64 new model launches in Q1 2026, accounting for a total 79 SKUs, a 32% increase over the year-ago period, according to Counterpoint Research’s latest India Smartphone New Launch Tracker. OEMs have been able to maintain higher launch activities, despite rising Bill of Materials (BOM) costs stemming from memory price hikes, as they have shifted their portfolios within price bands and rearranged their smartphone BOM structures.
