India’s smartphone market recorded a modest 3 percent year-on-year increase in the third quarter (Q3) of 2025, with total shipments reaching 48.4 million units. According to research firm Omdia, the growth mainly came from brands stocking up ahead of an early festive season. It wasn’t necessarily a surge in consumer demand but more of a strategic buildup driven by new model launches and a range of incentive programs aimed at both retailers and buyers.
Key Takeaways
- The Indian smartphone market shipped 48.4 million units in Q3 2025, a 3% rise from last year.
- Growth was primarily driven by channel-push incentives and stocking for festive sales, not by strong consumer demand.
- Vivo (excluding iQOO) held the top position with a 20% market share (9.7 million units).
- Samsung was second with 14% (6.8 million units), followed by Xiaomi and OPPO (both 6.5 million units).
- Apple returned to the top five, achieving its highest-ever quarterly shipments in India at 4.9 million units (10% share).
The quarter’s growth, though modest, showed how brands were preparing for the festive rush rather than responding to strong ongoing demand. Many companies redirected their marketing budgets toward high-impact retail incentives, such as cash bonuses per unit, tiered dealer margins, and even contests offering gold coins or motorbikes. These efforts were meant to encourage distributors and retailers to take in more inventory before Diwali.
For consumers, the push was visible through easy financing schemes like zero-down-payment EMIs and micro-installment plans. Some brands bundled accessories or offered extended warranties to sweeten the deal. Analysts described this as a “channel push,” meant to build momentum ahead of the festive period, rather than a sign of a full recovery in everyday consumer spending.
Brand Performance in Q3
Vivo (excluding iQOO) retained its top spot with a 20 percent market share, shipping around 9.7 million units. Its success came from a balanced approach: the T-series performed strongly online, while models like the V60 and Y-series kept offline sales steady.
Samsung followed with 14 percent of the market, or 6.8 million units. It performed well in the mid-premium range with devices like the Galaxy S24 and S25 FE, though it continued to face pressure in the entry-level segment where competition remains fierce.
Xiaomi and OPPO tied close behind, each shipping about 6.5 million units. Xiaomi held a narrow edge, while OPPO’s volumes were supported by its festive-focused channel programs, especially around the F31 series.
Apple, meanwhile, returned to the top five with its best-ever quarter in India, shipping 4.9 million iPhones and capturing a 10 percent share. What stood out was its performance in smaller cities, where attractive discounts and trade-in offer boosted sales. Older models like the iPhones 15 and 16 sold in large numbers, while the new iPhone 17 base model appealed to users finally upgrading from much older devices.
Outside the top five, Motorola also had a standout quarter, shipping 4 million units, marking a remarkable 53 percent year-on-year growth. Nothing, too, saw a notable 66 percent rise, fueled by the popularity of its CMF Phone 2 Pro and Phone 3a.
Still, analysts are careful to temper the optimism. The Q3 rise looks promising on paper, but it might not last. Many urban consumers continue to postpone upgrades, mainly because of tighter budgets and price sensitivity. There’s also some concern that the aggressive inventory build-up seen this quarter could lead to oversupply in the next one. In other words, while the festive season gave the market a lift, the sustainability of this growth remains uncertain.
Frequently Asked Questions (FAQs)
Q1: Which company sold the most smartphones in India in Q3 2025?
A: Vivo (excluding iQOO) led the Indian smartphone market in Q3 2025, shipping 9.7 million units and capturing a 20% market share.
Q2: How many iPhones did Apple sell in India in Q3 2025?
A: Apple shipped 4.9 million iPhones in India during Q3 2025. This was its highest-ever quarterly shipment in the country, giving it a 10% market share.
Q3: Why did the Indian smartphone market grow in Q3 2025?
A: The market grew 3% mostly because of an early festive season (Diwali) and aggressive incentive programs. Brands offered bonuses to retailers to stock more phones and provided consumer financing schemes like zero-cost EMIs to drive sales.
Q4: What was the total number of smartphones shipped in India in Q3 2025?
A: A total of 48.4 million smartphone units were shipped in India during the third quarter (July-September) of 2025.
Q5: What is the market outlook for the Indian smartphone market for the rest of 2025?
A: Analysts suggest the Q3 growth may not be sustained. The recovery is seen as fragile because it was driven by channel stocking, not strong consumer demand. A modest decline is forecasted for the full-year 2025.
