Commenting on the market’s value dynamics, Senior Analyst Prachir Singh said, “With retail inflation easing and supportive fiscal measures improving household liquidity, the festive season began on a strong note as consumer confidence strengthened. Softer interest rates and easy financing options further fueled upgrade-driven demand, encouraging OEMs to stock channels in advance. OEMs rolled out aggressive discounts and EMI offers on older models, effectively attracting value-conscious buyers and setting strong momentum for the quarter.”

“The premium segment was the fastest-growing segment with 29% YoY shipment growth, as more consumers moved toward higher-value devices. This premium push lifted the overall market’s value by 18% YoY, reaching the highest-ever value in a single quarter, with the average selling price (ASP) growing by 13% YoY. Apple led the charge with a 28% value share, driven by strong demand for its iPhone 16 and 15 series, while the iPhone 17 series has witnessed strong momentum in India at launch, with demand outpacing that of its predecessor. Samsung followed closely with 23% value share, driven by its premium Galaxy S series, AI-led mid-tier A series, and offers on its high-end A-series models. The latest Galaxy Z Fold series also saw record sales, strengthening Samsung’s leadership in the foldable smartphone segment.”

Commenting on the market’s volume dynamics, Research Analyst Shubham Singh said, “In Q3 2025, the market showed a strong balance between product cycles and channel strategy, even though there were fewer launches compared to Q3 2024. However, major online and offline sales events during the period played a crucial role in helping OEMs clear inventory and build momentum ahead of the festive season. vivo (excluding iQOO) led the market with a 20% share, driven by its strong offline network and the continued success of the T series in the mid-tier segment. Samsung followed with a 13% share, largely driven by the premium and mid-range segments through its S and A series. OPPO (excluding OnePlus) is gaining traction with a volume-driven approach, supported by an expanded portfolio, stronger retailer engagement and improved margins.”

“Apple entered the top five brands by volume for the first time in Q3, making India the third-largest iPhone market globally. Through its aspirational brand image, rising affordability via financing options, and an expanding retail footprint, Apple has successfully leveraged the growing premiumization trend in the market. The iPhone 16 was the highest-shipped device in India for the second consecutive quarter. There is also a rising demand from smaller cities, while the growing share of Pro models continues to push up ASPs.”

Other key trends

• iQOO emerged as the fastest-growing brand in the quarter in terms of volume with 54% YoY growth, driven by a well-expanded portfolio targeting gamers, along with strong community-driven marketing initiatives.
• Motorola’s shipments grew 53% YoY in Q3 2025, driven by strong demand for the G and Edge series and wider retail reach, keeping the brand on a solid growth trajectory.
• Lava was the fastest-growing brand in the <INR 10,000 price band with 135% YoY shipment growth. It was also the second fastest-growing brand in the <INR 15,000 band.
• MediaTek led India’s smartphone chipset market with a 46% shipment share, followed by Qualcomm with a 29% share.
• itel led the feature phone market with a 38% shipment share, driven by affordable pricing and a strong distribution network. itel was followed by Lava with a 27% share.
• During the quarter, online channels reached a 45% share of shipments, driven by festive season sell-in, while offline channels continued to lead with 55%.

Notes

• Value (revenue) is based on the wholesale price.
• Numbers include B2B shipments for OEMs.
• The value figures for Indian smartphone OEMs’ shipments mentioned in this release do not reflect the actual revenue for some OEMs.

The comprehensive and in-depth ‘Q3 2025 India Smartphone Tracker’ is available for subscribing clients.
Feel free to contact us at [email protected] 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.

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

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