India’s smartphone market rebounds in Q2

Details: Manny Pham; Category: Devices & Platforms; 21 July 2025; 8556 views

India’s smartphone market rebounded in Q2 2025, with shipments rising 7% year-on-year to reach 39 million units, following a sluggish first quarter.

The growth was primarily driven by a wave of new device launches, according to latest figures from analyst firm Canalys.

The recovery came despite several macroeconomic challenges, including extreme weather conditions, escalating US tariff tensions, and ongoing geopolitical uncertainty.

Chinese vendor Vivo led the market, shipping 8.1 million units to claim a 21% market share. Samsung followed with 6.2 million units (16%), while Oppo secured third place with 5 million units (11%). Xiaomi also shipped 5 million units, while realme rounded out the top five with 3.6 million units (9%).

“With limited organic demand, India’s smartphone market in H2 2025 will hinge more on channel execution than product launches,” said Sanyam Chaurasia, Principal Analyst at Canalys.

He added that vendors are focusing on distributor and retailer engagement ahead of the upcoming festive season, with aggressive incentive programmes tied to performance during Monsoon sales, Durga Puja, and Diwali. These schemes include high-value rewards such as foreign trips and vehicle giveaways.

Retail infrastructure is also being upgraded, including improved booth setups, structured shelf layouts, and tighter quarterly targets for promoter activity and in-store execution. At the same time, brands are pushing affordability, especially in the mid- to high-end segment, by expanding long-tenure financing options.

“While these efforts are expected to boost channel confidence and drive short-term sell-through,” Chaurasia noted, “Canalys forecasts a modest decline in overall shipments for full-year 2025, as structural demand challenges continue to weigh on the market.”