Smartphone Market Overview: India’s Q4 2025 Performance
Summary:
- India’s smartphone shipments declined by 7% in Q4 2025, totaling 34.5 million units.
- Vivo maintained its leadership with a 23% market share, followed by Samsung and OPPO.
- The overall slowdown is compounded by high inventories, currency depreciation, and reduced consumer purchasing power.
In a recent analysis by Omdia, it was revealed that India’s smartphone market experienced a notable contraction in the fourth quarter of 2025, with shipments decreasing by 7% year-on-year to reach 34.5 million units. This trend indicates the typical post-holiday slowdown in consumer demand, exacerbated by various economic factors like high channel inventories, a depreciating rupee, and price increases due to rising storage costs.
Vivo has emerged as a standout performer in this challenging market landscape, maintaining its lead with the shipment of 7.9 million units and capturing an impressive 23% market share. This consistent success positions Vivo at the forefront for both the fourth quarter and the entire year of 2025, outpacing all other manufacturers.
Samsung follows as the second-largest player, recording shipments of 4.9 million units, which translates to a 14% share of the market. In a significant development, OPPO (excluding OnePlus) has surpassed Xiaomi, securing third place with 4.6 million units and a market share of 13%. Xiaomi and Apple also made their mark, shipping 4.2 million and 3.9 million units, respectively.
Omdia’s chief analyst, Sanyam Chaurasia, highlighted the achievements of Vivo and OPPO, noting that they are the sole brands to report double-digit year-on-year growth during this quarter. Vivo, in particular, has demonstrated a robust ability to attract consumers and effectively tap into retail demand, solidifying its position in the market.
The success of Vivo’s shipment performance can be attributed to popular models like the Y31 5G, Y19s 5G, T4X 5G, and V60e. Additionally, the company has leveraged a wide-reaching retail network and a strong offline presence, supported by a vast retail promotion team and a decentralized agency operation model. This strategy has enabled Vivo to implement tactical approaches at the provincial level effectively.
Despite the success of Vivo and OPPO, other major brands are grappling with challenges stemming from cautious retail channels, price adjustments, and weak demand from the mass market. These pressures have put various manufacturers in a difficult position, highlighting the contrasting fortunes in an increasingly competitive landscape.
In conclusion, as we move into the new year, the Indian smartphone market’s dynamics continue to evolve. While Vivo and OPPO exhibit growth and resilience, the broader picture reveals a need for adaptation among other players facing market headwinds. The evolving landscape will require strategic maneuvering to address changing consumer preferences and external economic factors, paving the way for innovation and potential resurgence in demand.
