With vivo emerging as the market leader, India’s smartphone shipments fell 8% in Q1 2025 as weak demand and excess inventory hit sales.
India’s smartphone market saw an 8% year-on-year (YoY) decline in shipments during the first quarter of 2025, according to Canalys (now part of Omdia). Shipments totalled 32.4 million units, down from 35.3 million a year earlier.
This was caused by persistent weak consumer demand and excess inventory from late 2024, which disrupted product cycles and forced vendors to adjust their channel strategies.
Among the vendors, vivo led the market with 7 million units shipped, increasing its share to 22% and growing 13% YoY. Samsung followed with 5.1 million units, marking a sharp 23% decline. Xiaomi placed third, shipping 4 million units — a 38% drop from Q1 2024 — and held a 12% market share. OPPO (excluding OnePlus) grew 5%, shipping 3.9 million units. On the other hand, realme saw a modest 3% increase, reaching 3.5 million units.
Canalys analyst Sanyam Chaurasia said 2025 is shaping up to be another year led by channel-driven sales rather than organic demand.
“Vendors are relying heavily on retail and distribution networks to stimulate purchases. Channel schemes, offline activations and tighter sell-out coordination will again define share gains,” he said.
Many brands extended their lead through a balanced portfolio and effective channel management, like vivo. Its V50 series, promoted through its ZEISS partnership and wedding-season campaigns, gained traction, while its T- and Y-series performed well across both online and offline platforms.
OPPO, meanwhile, focused on durability and battery performance to support its growth. realme regained strength after clearing old stock, with its new 14X 5G model accounting for 20% of its shipments and offline sales contributing 58%.
However, Xiaomi’s early Note 14 release failed to spark interest due to cautious buyer sentiment and high inventory, although the Redmi 14C 5G maintained its low-end segment appeal.
Following a trend that was visible from 4Q24, Apple recorded its best Q1 ever in India, driven by strong iPhone 16 sales and festive offers, especially through ecommerce and large format retailers.
The iPhone 16e expanded its presence in smaller cities. Samsung’s S25 series grew 5% year-on-year, fuelled by premium features and AI integration.
Despite these, market volatility remains a challenge, although India benefits from shifting global tariffs and increased local manufacturing potential. Demand is fragile, especially in rural areas reliant on seasonal income.
With slower upgrade cycles and limited organic growth, analysts predict that 2025 will bring only modest market expansion. However, rising average selling prices and premiumisation may offer growth opportunities, particularly in the ₹20,000–₹30,000 range.
