India's Smartphone Market Shifts: 1 in 5 Devices Shipped in 2025 Were Premium Models
India's smartphone market exhibited a notable transformation in 2025, characterized by stagnant volume growth but a decisive move toward higher-value devices. While the total number of units shipped grew by a mere 1% year-on-year, the market value increased by 8%, signaling a robust premiumization trend. Specifically, smartphones priced above ₹30,000 accounted for 22% of all shipments—translating to approximately one in every five devices sold.
Market Leaders and Premium Growth
vivo emerged as the volume leader, capturing a 20% market share, up from 17% the previous year. Its success was driven not only by popular budget series like the Y and T but also by explosive growth in its premium X-series, which saw shipments surge by 185% year-on-year. The vivo X200 FE was highlighted as a key contributor to this premium segment success.
Samsung maintained its position as the second-largest brand by volume. Within its portfolio, the Galaxy S series achieved its highest-ever shipment share, while the Galaxy A, M, and F series continued to attract buyers. Samsung also dominated the foldable segment with an 88% volume share and 28% year-on-year growth, fueled by the redesigned Galaxy Z Fold7 and Z Flip7. Motorola ranked as the second-largest foldable manufacturer.
Apple's Value Dominance and Market Composition
Apple achieved a milestone in 2025, capturing 28% of the market's total value—its highest share ever in India. Although its overall volume share remained modest, the iPhone 16 was the most-shipped individual model for the year. This underscores Apple's strength in the premium segment, where it commands significant value despite lower unit volumes.
Oppo secured third place in volume share at 13%, a slight increase from 12% in 2024. Its growth was primarily propelled by the A and K series, rather than its higher-end Reno and Find X lines. In terms of chipset adoption, MediaTek powered 47% of smartphones shipped in India, followed by Qualcomm at 29%.
Outlook and Challenges
Looking ahead, the market faces headwinds. Industry forecasts suggest a potential slight decline in 2026 as manufacturers grapple with rising memory and component costs. The entry-level segment, particularly devices priced below ₹15,000, is expected to be the most affected. This could further accelerate the premiumization trend as consumers and brands alike pivot toward more sustainable, higher-margin products.
In conclusion, India's smartphone market in 2025 was defined by a clear premium shift. With one in five devices being a high-end model, the landscape is evolving from volume-driven growth to value-oriented expansion. Brands that successfully cater to this aspirational demand, while navigating cost pressures, are poised to lead in the coming years.