With competition in India’s smartphone market intensifying, brands are accelerating innovation and portfolio expansion. For 1Q25, vivo wins again for the third successive quarter.
India’s smartphone market continues to evolve, with vivo maintaining its leadership for the third successive quarter, capturing 22% market share in Q1 2025, according to data from Counterpoint Research.
The report highlighted vivo’s strategic focus on both offline and online channels, along with a balanced product portfolio catering to varied consumer segments, as behind this sustained performance.
Samsung ascended to the second spot, accounting for 17% of shipments, driven by a diverse product pipeline. The success of the Galaxy S25 Ultra, in particular, propelled Samsung’s premium segment share to its highest-ever level. The brand’s ability to launch across multiple price tiers enabled it to effectively address broader demographics.
OPPO followed closely in third position with a 15% share, buoyed by the success of its A3 and K series. The company’s focused messaging on durability—a key decision-making factor among Indian consumers—resonated well in both urban and semi-urban markets.
Conversely, Xiaomi experienced a decline in market share, falling to 13%, primarily due to elevated inventory levels that impacted its supply chain agility and go-to-market execution. This marks a continued downward trend from its previous stronghold in India.
realme, despite modest year-on-year growth of 3%, secured its place in the top five with an 11% share. The brand benefited from a refreshed portfolio, including the launch of the P series and 14 Pro series, aimed at the value-conscious yet feature-focused consumer base.
The “Others” category remained significant, contributing 22% of market share, reflecting the role of emerging brands and niche players that continue to shape the competitive landscape.
Looking ahead, the report mentioned that continued innovation, supply chain agility, and precise consumer targeting will be critical as brands compete in India’s dynamic and price-sensitive smartphone market.
