Smaller cities fuel offline sales boom in 1H25, as vivo tops India’s smartphone charts. Apple races ahead with fastest growth as premium phones soar.
India’s smartphone market shipped 60 million units in the first half of 2025, recording a 2.3% year-on-year (YoY) growth, according to a recent report by International Data Corporation (IDC) India. The recovery was modest, but key brands posted strong gains in select segments.
Among the brands, vivo maintained its leadership with a 20% share, up from 16.3% in 1H24, driven by consistent performance across regions. Samsung followed with 14.7% share, but shipments slipped 2.5% YoY.
Oppo ranked third at 12.3%, rising 21.1% YoY, while realme’s share fell slightly to 10.1%. Apple took the fifth spot with 9.7% share but emerged as the fastest-growing brand, expanding 34.8% YoY, powered by the iPhone 16.
Besides, the premium segment above ₹50,000 (US$600) was the strongest driver. Shipments in this category nearly doubled, with Apple and Samsung dominating. The ₹10,000–₹20,000 mass budget range, however, continued to account for the largest volumes, led by vivo, OPPO and realme.
Regional data shows the north contributed the highest share at 33%. vivo was the strongest brand in this region with over 21% share. The south posted the fastest growth, where realme gained ground with 12.3% share. In the east and west, vivo led again, while OPPO secured double-digit shares in all zones.
Notably, smaller cities powered much of the expansion. Asansol, Mysore, Rohtak, Shimla and Trivandrum recorded the highest shipment growth. In these tier-3 and tier-4 cities, offline channels dominated, accounting for over 70% of sales in most cases. For instance, Shimla saw 73.7% of smartphones sold offline, while Mysore and Trivandrum also crossed 70%.
Overall, offline channels gained momentum, rising to 53.6% share in 1H25, while online channels dropped to 46.4%. Brands pushed omnichannel strategies, offering better margins, in-store promoters and price cuts to boost offline presence.
The report cautioned that rising average selling prices (ASPs), now at a record US$275, and weak budget demand could slow growth in the second half. Still, momentum in the premium segment and Apple’s continued surge are expected to reshape India’s smartphone market through 2025.
