India’s Smartphone Market Shifts Premium in 2025, Nothing Emerges as Fastest-Growing Brand

-Tanaya Dutta

Updated: Monday, February 2, 2026, 19:57 [IST]

India’s smartphone market saw a mixed performance in 2025, according to Counterpoint Research, beginning the year on a slow note due to high inventory and fewer launches. Momentum returned from Q2 with fresh launches, festive promotions, and channel restocking, pushing Q3 to record value levels. However, shipments softened again in Q4 as brands corrected inventory and faced rising component costs. Overall, the market grew 1% YoY in volume and 8% YoY in value, highlighting continued premiumization.

The premium segment (above Rs 30,000) grew the fastest, rising 11% YoY and accounting for a record 22% of total shipments, pushing market value growth to its highest level. Another key trend in 2025 was the growing role of financing options. In mainline retail stores, financing penetration reached 40% of overall smartphone volume sales. In the premium segment, nearly two-thirds of smartphone purchases were made through financing, showing how easy EMI options are helping consumers upgrade to higher-end devices.

Vivo Leads the Market

Vivo (excluding iQOO) topped India’s smartphone market with a 20% volume share, driven by strong performance in both mass and premium segments. The Y and T series powered shipments, while its premium X series surged 185% YoY, supported by camera-focused innovation and ZEISS partnership models.

Samsung Maintains Strong Position

Samsung secured second place, supported by its A, M, and F series in the mass segment, while premium demand boosted Galaxy S series shipments to their highest-ever portfolio share. Samsung also dominated the foldable segment with an 88% share.

OPPO Secures Third Spot

OPPO (excluding OnePlus) ranked third, mainly driven by steady demand for its affordable A and K series smartphones in the volume-driven segment.

Apple Records Strongest Growth

Apple posted 28% YoY growth, helped by better retail expansion and festive offers. The iPhone 16 became the top-shipped model of the year, marking the highest-ever shipment share for an iPhone in India.

Motorola Shows Fastest Brand Growth

Motorola emerged as the fastest-growing brand, recording 54% YoY growth, helped by wider retail presence, clean Android experience, and distinctive designs in the mid-range segment.

CMF Expands Rapidly

CMF became the fastest-growing sub-brand, registering 83% YoY growth after becoming an independent subsidiary of Nothing and expanding local manufacturing partnerships.

Nothing Gains Momentum

Nothing recorded 32% YoY growth in Q4 2025, driven by expanding offline reach and investments in local production under the Make in India initiative.

Looking ahead, 2026 may see slight shipment declines due to rising component prices, but higher average selling prices and continued premium focus are expected to sustain value growth.

Via