India’s Smartphone Market Grew 1% YoY in 1H25 to 70 Million Units

• 13 Aug 2025
• TM Team
• 0 Comments

 According to the International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, India’s smartphone market shipped 70 million smartphones in 1H25, with a 0.9% growth YoY (year-over-year). 2Q25 registered growth of 7.3% YoY, shipping 37 million smartphones. While the market has rebounded from a two-quarter slump, subdued consumer demand and rising average selling prices (ASPs) are expected to limit the pace of annual recovery.

Apple maintained its strong performance, with shipments growing 21.5% YoY to 5.9 million units in the first half of 2025. The iPhone 16 was the highest-shipped model across India in 1H25, making up 4% of overall India shipments during that period.

“The second quarter of 2025 witnessed a flurry of new model launches across all price segments. This, coupled with price reductions on older models, increased offline channel margins, and strong above-the-line (ATL) marketing efforts, collectively fueled market growth “said Aditya Rampal, Senior Research Analyst, Devices Research, IDC Asia Pacific.

Key Highlights for 2Q25:

The ASPs (average selling price) reached a record of US$275 in 2Q25, growing by 10.8% YoY.

• The entry level (sub-US$100) segment witnessed a strong growth of 22.9% YoY to 16% share, up from 14% a year ago. Xiaomi led the segment with affordable Redmi A4/A5 models.

• Shipments to the mass budget (US$100<US$200) segment grew by 1.1% YoY, as share declined from 44% to 42%. vivo, OPPO and realme continue to dominate the segment (together accounting for 60% share).

• The share of entry-premium (US$200<US$400) declined from 30% to 27%, a 2.5% YoY shipment decline. vivo, Samsung and OPPO lead, while Motorola shipments grew multifold at fourth slot.

• The mid-premium segment (US$400<US$600) witnessed growth of 39.5%, while its share increased from 4% to 5% in 2Q25. Oppo and OnePlus were major gainers in this segment compared to 1Q25.

• The premium segment (US$600<US$800) registered the highest growth of 96.4%, with its share up from 2% to 4%. iPhone 16/15 together accounted for more than three fifths of the shipments in this segment

• The super-premium segment (US$800+) also grew by 15.8% and its share remained flat at 7%. Samsung surpassed Apple for the leadership position at 49% and 48% share respectively. iPhone 16, Galaxy S25/S24 Ultra/S25 and iPhone 16Plus were key models in the segment.

Qualcomm-based shipments grew by 37.6% YoY, at 33.9% share, while MediaTek’s share declined to 44.3% from 56.1% on a shipment decline of 15.4% YoY in 2Q25.

Shipments to offline channels grew by 14.3% YoY and share increased to 53.6%, while online channel shipments remained flat in 2Q25. The share of online channels dropped YoY to 46.4%, from 49.7% in 2Q24, while QoQ the share increased from 41.9% in 1Q25.

Offline growth momentum in recent quarters has been driven by brands' omnichannel strategies. These include offering lucrative channel margins, deploying in-store promoters, and implementing both temporary and permanent price drops. In response, e-tailers have launched summer sales, providing steep discounts on mid-range and premium devices to stay competitive.

As a brand, vivo continues its impressive run, leading the India smartphone market for the sixth consecutive quarter, with a balanced portfolio across price segments and channels. Samsung, a steady second, registered strong growth of 21.0%, led by new model launches across Galaxy A/M/F series, introducing AI-enabled features to mid rangers. Oppo secured the third spot with significant growth fueled by its affordable new K13 and A5x and a focus on service center support. Nothing registered the highest YoY growth of 84.9% followed by iQOO at 68.4%.

IDC estimates a low single-digit decline in smartphone shipments for 2025, as average selling prices (ASPs) continue to rise. Ongoing macroeconomic challenges are dampening consumer demand, especially in the budget-friendly segment. As a result, the affordable Android market is contracting, holding back overall market growth. In contrast, iPhones continue to register double-digit year-over-year growth.

“The mid-range smartphone market is currently oversaturated with new model launches, leading to intense competition. This could result in excess inventory during the upcoming festive season. In the crucial second half of 2025, brands and channel partners should focus on driving fresh shipments rather than relying heavily on promotions to clear old stock." says Upasana Joshi, Senior Research Manager, Devices Research, IDC Asia Pacific.