India’s Smartphone Market Hits Record High in Q3 2025 with 5% Growth in Shipments: Report

India’s smartphone market a 5 year-on-year increase in shipments and 18% in value during the quarter of 5, according to Counterpoint Research’s Monthly India Smartphone Tracker. This period, spanning July to September, marked the highest-ever quarterly value for the market. The growth was propelled by festive sales and robust online and offline campaigns, supported by easy financing options, trade-in offers, and significant discounts.

Senior Analyst Prachir Singh noted that retail inflation easing and fiscal measures improving household liquidity contributed to a strong start to the festive season. “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.”

Brand Performance in Q3 2025

Apple entered the top five brands by volume in Q3, making India its third-largest market. Strong demand for the iPhone 16 and Pro models, aided by financing options and wider retail reach, drove its growth.

Vivo (excluding iQOO) led the market with a 20% share, driven by its strong offline network and T series success. Samsung followed with 13%, boosted by its S and A series, while OPPO (excluding OnePlus) gained momentum through a wider portfolio and stronger retailer ties.

iQOO emerged as the fastest-growing brand by volume with a remarkable 54% year-on-year growth. This success was attributed to its expanded portfolio aimed at gamers and effective community-driven marketing strategies. Meanwhile, Motorola saw a 53% increase in shipments due to high demand for its G and Edge series along with broader retail availability.

Lava stood out as the fastest-growing brand within the sub-INR 10,000 price range, achieving a 135% year-on-year shipment growth. It also ranked second in growth within the sub-INR 15,000 segment. In terms of chipsets, MediaTek led with a 46% shipment share in India’s smartphone market, followed by Qualcomm at 29%.

Market Dynamics and Distribution Channels

The feature phone segment was dominated by itel with a 38% shipment share, thanks to affordable pricing and an extensive distribution network. Lava followed closely with a 27% share. During this period, online channels accounted for 45% of shipments due to festive season sell-ins, while offline channels maintained their lead with a 55% share.

The smartphone market is shifting towards steady value-led growth driven by various factors such as festive promotions and strategic marketing efforts. As consumer confidence strengthens amid favourable economic conditions, brands are capitalising on this momentum through targeted campaigns and attractive offers.

The third quarter of 2025 highlighted significant trends in India’s smartphone industry. With brands like iQOO and Motorola experiencing substantial growth alongside dominant players like MediaTek in chipsets and itel in feature phones, the market continues to evolve dynamically.

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