Weaker demand and rising costs, India’s smartphone market slipped in Q1 2026, even as vivo stayed ahead and Samsung regained momentum.
India’s smartphone market contracted 2% year-on-year (YoY) in the first quarter of 2026, as supply chain cost pressures, manufacturer price increases, and softer consumer demand weighed on retail sales, despite a rise in product launches.
According to Counterpoint Research’s shipment data, vivo India remained the largest smartphone vendor in India with a 23% shipment share in Q1 2026. The brand, which includes iQOO shipments in the dataset, had led the market throughout 2025, rising from 21% in Q4 2024 to a peak of 24% between Q2 and Q4 2025 before easing slightly in the latest quarter.
The company’s performance was supported by broader product availability across price bands, stronger offline execution and demand in the mid-premium category, particularly through its V-series portfolio.
Samsung and OPPO each secured a 17% market share in Q1 2026. Samsung improved from 13% in Q4 2025, aided by shipments of A-series models including the A07, A36 and A56, while early demand for the Galaxy S26 series also contributed. The ₹15,000–₹20,000 price band delivered Samsung’s strongest contribution to shipments during the quarter.
OPPO, whose figures include OnePlus shipments, recorded the market’s clearest upward trajectory, increasing its share from 14% in Q4 2024 to 17% in Q1 2026 and steadily expanding its share across six consecutive quarters.
Meanwhile, Xiaomi, including POCO devices, continued to lose ground, falling from 15% in Q4 2024 to 12% in Q1 2026. realme also slipped from 10% to 9% over the same period.
The “Others” category accounted for 22% of shipments in Q1 2026, down from 26% in Q4 2025, indicating gradual consolidation among leading brands.
This market movement shows a shift towards vendors with stronger channel management, wider portfolios and growing exposure to mid-range and premium segments, while value-focused brands continue to face pricing and demand headwinds.
