A look at the Indian Smartphone Market in Q2 2025

You know how sometimes things just need a little breathing room to really take off? Well, that's exactly what happened in India's smartphone market this past quarter. After a bit of a slowdown, where warehouses were probably looking a little too full, manufacturers hit the brakes on sending out new phones.

Apparently, the dip was only a temporary setback, because the most recent numbers for the second quarter of 2025 are absolutely jam-packed with positive information. According to the most recent data from Canalys, the Indian smartphone market has rebounded strongly, increasing by a solid 7% year-over-year, with 39 million units. People are clearly getting back into it after waiting for new models and energy to hit the market.

It was a bumpy ride, though. The April-June period is typically slow, and this time, heat waves, U.S.-China tariff tensions, and geopolitical uncertainty added pressure. Still, vendors pushed ahead.

🤑 Which smartphone brands are leading the market?

Vivo (excluding iQOO) claimed the top spot with 8.1 million units and 21% market share. Its V50 series won over urban buyers with wedding season campaigns and strong retail presence, while the Y-series dominated smaller towns thanks to deep distribution and promoter-led sales. Online, the T-series gained traction too.

OPPO (excluding OnePlus) had a strong Q2 as well, jumping to third place with 5 million units, just edging out Xiaomi, which shipped about the same. OPPO rode strong offline demand for the A5 series and found new online success through the K13. Samsung took second place with 6.2 million units, leaning on financing deals for A-series models like the A36 and A56 with long-term EMI options.

Xiaomi and Realme, both saw year-over-year declines. Xiaomi still held up Q2 momentum with refreshed designs and affordable 5G models like the Redmi 14C and Note 14 series. Realme struggled online but gained ground in physical stores with the C-series, which made up over a third of its total shipments.

Beyond the top five, Apple, in sixth place, leaned heavily on the iPhone 16 family for over half its shipments, but the 16e fizzled due to its single camera and lackluster “Apple Intelligence” features.

Motorola expanded beyond cities, pushing into retail. Infinix outshone TECNO as TRANSSION’s lead brand in India, capturing 45% of the group’s 1.8 million shipments by targeting creators and gamers. Nothing saw a jaw-dropping 229% YoY growth, with the CMF Phone 2 Pro and Phone 3 series resonating with style-conscious younger buyers.

🚀 What's the future outlook?

Looking ahead, it’s no longer just about fancy new phones. According to Canalys, H2 2025 is shaping up to be a test of execution, not innovation.

With demand still soft, brands are fighting for shelf space with aggressive channel incentives. We’re talking foreign trips and bikes for top-performing retailers during Monsoon, Durga Puja, and Diwali sales. Store displays are getting sharper, targets stricter, and promoter performance is under scrutiny.

Affordability is key, with longer EMI options for mid- and premium phones becoming standard. These moves might boost sales short-term, but analysts predict a slight full-year dip as India’s smartphone market wrestles with ongoing demand challenges.

The smartphone market in India is at a crossroads. While Q2 showed promising growth, the rest of 2025 will test brands’ ability to execute smart strategies in a tough environment. With affordability and retail presence taking centre stage, it’s clear the winners will be those who can connect with consumers on the ground, not just through shiny new devices.