India’s Smartphone Market Grows 8% in Q2 2025: Apple, Nothing, And Vivo Lead The Charge

The Indian smartphone market appears to be on the path to recovery. As noted by Counterpoint Research’s India Smartphone Tracker, shipments were up 8% YoY in Q2 2025, recovering from a decline in Q1. Recovery was mainly due to an increase in the mid- and upper-tier smartphone shipments by 33%. Brand competition alongside the super summer season and affordable payment options played a significant role.

A major milestone was reached by Apple, as iPhone 16 became the most shipped smartphone in India during the quarter. In addition, Nothing maintained its status as the fastest-growing smartphone brand in India, with a staggering 146% YoY growth.

Mid and Premium Segments Push Market Recovery

The smartphone market recovery was assisted by the following set of factors:

• The total number of smartphone launches increased, resulting in a 33% year-on-year growth in new shipments. 
• Consumer spending was driven by strong marketing during the summer, easy EMI plans, and discounted pricing. 
• The introduction of trade-in programs by leading manufacturers made high-end smartphones more accessible to a wider audience. 

Consequently, the YoY growth in the wholesale market value reached 18% during Q2, marking the highest growth rate for any second quarter in India.

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Ultra-Premium Phones Surge 37% YoY

The market segment for mobile phones Ultra-Premium Phones, which includes smartphone models above ₹45,000, has grown at a staggering 37% Year-Over-Year. This growth witnessed a sustained impact across the broader value market, indicating the willingness of an increasing number of Indian consumers to make high-value purchases for premium smartphone offerings. 

The two market share leaders benefitting the most from this growth were Apple and Samsung due to their: 

• Strategic trade-in offers
• No-cost EMI
• Targeted seasonal promotions

While Samsung maintained the lead for market share value (23%) Apple surpassed all other vendors with the volume shipment of their iPhone 16, marking it as the best Q2 performance for an iPhone in India.

Top Brands by Volume and Value

Here’s how the major players performed in Q2 2025:

Segment-Specific Highlights

Vivo led in volume due to the strong sales of its Y and T series and competitors struggling to match the ₹10,000 to ₹15,000 price point.  

Samsung held its second position in volume due to the sales of the discounted Galaxy A and S series.  

Nothing surged its sales along with its CMF Phone 2 Pro and expanded presence in offline retail shops.  

Motorola had strong sales and improved retail presence in tier 2 and tier 3 cities, which fueled 86% YoY growth.  

Lava led the charge in the entry level segment and grew at 156% YoY. This was driven by their competitive pricing and clean Android software.

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Chipset Market: MediaTek Ahead of Qualcomm

In the race of the chipsets, MediaTek maintained an undisputed lead which was later followed by Qualcomm. They dominated the budget, mid-range, and premium smartphone tiers.

OnePlus and Realme Push into Premium

One more important change is the advance of mid-range players into the ultra-premium space:  

• OnePlus reported 75% annual growth in its premium portfolio.  
• Realme is also venturing into upper price brands, which indicates a more comprehensive change of tactical approach.

Final Thoughts

Smartphones in India appears to be back firmly into growth and the second half of the year looks very promising. With the number of new launches increasing, the popularity of premium devices, and the availability of financing options, both international and domestic competitors are well-positioned to benefit. The dominance of Apple with the iPhone 16 and the continued rise of Nothing shows Indian customers are moving beyond budget options to seeking value, performance, and innovation.