OEMs Introducing Spec Optimization in Newer Models to Optimize Costs

System on a Chip (SoC)

MediaTek took the top spot in terms of new launches in Q1 2026, growing 43% YoY. Every five out of 10 smartphones launched in India in Q1 2026 featured a MediaTek chipset.

During the quarter, Qualcomm lost share at the expense of MediaTek, UNISOC and Samsung. Samsung used the Samsung Exynos SoC in the recently launched Samsung Galaxy A37, S26, and S26 Plus, switching from the Qualcomm platform used by their predecessors last year. Similarly, realme also shifted to UNISOC and MediaTek in its latest P4 series from the Qualcomm chipset used in the P3 and P3 Pro.

India Smartphone Number of New Launches by Chipset and Price Band (SKU Basis), Q1 2025 vs Q1 2026

UNISOC was the biggest gainer as multiple brands turned to cost effective solutions in the entry-level segment to keep BOM costs in check. All the models launched in the sub-10K price segment during the quarter packed a UNISOC chipset.

Memory And Storage

The 4GB+64GB, 4GB+128GB, and 6GB+128GB DRAM + NAND variants saw an average 2x increase in the number of launches. This shows strong demand for lower memory options, pushing OEMs to focus more on cost-efficient configurations, especially in the sub-20K segment. The 12GB DRAM configuration combined with 256GB and 512GB NAND recorded over 50% YoY growth, with most of these variants positioned within the premium segment. This growth was primarily driven by the introduction of new variants across several key premium models, including the Motorola Signature 5G, vivo X200T 5G, vivo V70 Elite 5G, and the POCO X8 Pro Max 5G. By focusing on these high-capacity SKUs, OEMs are increasingly tailoring their portfolios to meet the performance demands of the high-end market.

India Smartphone Number of New Launches by Memory and Storage (SKU Basis), Q1 2025 vs Q1 2026

Major Takeaways by Price Band:

• In the INR 10K-INR 20K price band, 4GB grew 3.5x and 8GB declined by 92% YoY.

• In the INR 20K-INR 30K band, no new launches featured 12GB DRAM (compared to four in Q1 2025).

• Meanwhile, in the INR 45K & above price band, 12GB DRAM doubled from 12 in Q1 2025 to 26 in Q1 2026.

50MP Camera is the New Baseline

New smartphone launches with 50MP+ rear cameras grew 19% YoY in Q1 2026, reflecting a sustained focus on camera-centric consumers. However, this growth was more prevalent in higher-price tiers. Meanwhile, the entry-level sub-INR 10K segment saw a sharp 71% YoY decline in 50MP+ sensors due to rising cost pressures. Consequently, brands have moved to downgrading specs in entry-level segments. Notably, smartphone launches with a sub-50MP camera grew 75% YoY in the sub-INR 10K category and 250% in the INR 10K-INR 20K price band.

Battery Capacity Trends

The industry is experiencing a shift, with the average battery capacity of new launches posting 17% YoY growth, moving from 5439 mAh to 6370 mAh in Q1 2026. The above 6000 mAh segment has emerged as the primary driver of this trend, recording a consistent 169% YoY growth across all price bands. Conversely, battery capacities below 6000 mAh are seeing a sharp decline across the board, reflecting a strategic pivot by OEMs to prioritize higher-capacity batteries as consumers increasingly demand a balanced mix of longevity and high charging speeds.

Market Outlook for 2026

India’s smartphone market is showing signs of weakness, with shipments declining 3% YoY in Q1 2026, marking the weakest first quarter in six years. This decline was driven by the ongoing cost pressures, price increases by OEMs, and weak consumer demand that hurt retail conversions, despite strong launch activity. With these challenges expected to continue, the market is projected to decline by around 10% YoY in 2026.

Notes:

• For the analysis above, Xiaomi includes Xiaomi, Redmi and POCO. OPPO includes OPPO and OnePlus. vivo includes vivo and iQOO. Transsion includes itel, Infinix and TECNO.

• Source of information – Counterpoint Research’s India Smartphone New Launch Tracker.

• The entire analysis is done on SKU basis per price band.

• Price Band is segmented based on launch price (Market Operating Price) of smartphones.