Driven by premiumisation, rising demand for high-spec devices, and growth in offline retail, India’s smartphone market will exceed $50 billion by 2025.
India’s smartphone market is set to surpass a value of $50 billion by 2025, as the trend of premiumisation grows. According to a recent report by Counterpoint, this milestone will be fuelled by a consumer preference for high-specification devices and a shift towards value-oriented strategies by smartphone manufacturers.
With this, the average retail price of smartphones in India is expected to exceed $300 for the first time in 2025, with the premium segment—smartphones priced above ₹30,000 (approximately $350)—forecast to account for more than 20% of the market share.
The market is increasingly focused on premium offerings as original equipment manufacturers (OEMs) seek to enhance brand equity, demonstrate technological innovations, and boost profitability. Leading brands like Apple and Samsung are capitalising on this trend, offering competitive models in the premium and ultra-premium segments.
Apple, for instance, is likely to experience strong demand for its Pro models, supported by local manufacturing and recent price reductions across its iPhone range. Similarly, Samsung’s value-driven approach, particularly with its flagship S series, continues to gain popularity.
Other brands, including OnePlus, vivo, and OPPO, are targeting the affordable premium category (₹30,000-45,000, approximately $350-$525) with advanced camera systems and sleek designs.
For example, vivo’s V series, enhanced through its collaboration with ZEISS, and OPPO’s Reno series are seeing strong performance in various retail channels. OnePlus is also focusing on a recovery in the ultra-premium market, with a major investment of ₹60 billion (around $720 million) to expand its presence in India.
As 2024 ended, the report concluded that consumers are increasingly turning to offline stores to experience these premium devices first-hand, particularly as interest in AI-powered features rises. This hands-on approach is helping shoppers make more informed decisions, further bolstering the premiumisation trend in India’s smartphone market.
