• 5G Smartphones capture 87% of shipments, affordable 5G Models grew 600%+
• Vivo led the India smartphone market with 19% share, followed by Samsung (16%) and OPPO (13%).
• The super-premium segment (>₹50,000) grew 35% YoY, driven by Apple and Samsung.
• Feature phone shipments fell 18% YoY, with itel remaining the top player.

New Delhi/Gurugram, 07 Aug 2025:  According to the CyberMedia Research (CMR) India Mobile Handset Market Review Report for Q2 2025 released today, India’s smartphone market grew 8% year-on-year (YoY) in Q2 2025. The growth was fueled by rising adoption of affordable 5G smartphones, strong channel push, and a wave of strategic new launches across key price bands.

5G smartphone shipments accounted for 87% of the overall market in the quarter, marking a 20% YoY increase. Notably, 5G smartphones priced between INR 8,000 and INR 10,000 recorded over 600% YoY growth, reflecting surging demand for affordable 5G access.

Vivo led the 5G smartphone market with a 19% market share, followed by Samsung at 18%.

In overall smartphone market, Vivo (19%) retained the top spot, followed by Samsung (16%), Oppo (13.42%), Xiaomi (13.40%) and Realme (10%).

Commenting on the market dynamics, Menka Kumari, Senior Analyst – Industry Intelligence Group (IIG), CyberMedia Research (CMR) said, “The INR 10,000 – INR 13,000 5G smartphone segment witnessed over 138% YoY growth in Q2 2025. This surge was primarily driven by the growing demand for value-for-money 5G smartphones among first-time smartphone upgraders. Smartphone brands like Xiaomi and Realme drove 5G adoption in the value segment by offering feature-rich smartphones at competitive prices, backed by aggressive online and retail promotions. On the other hand, the 2G feature phone segment declined 15% YoY, while 4G feature phones declined sharply by 31% YoY.”

Feature Phone Segment

In Q2 2025, the 2G feature phone segment was dominated by Itel Mobile (38%), Lava Mobile (32%) and HMD (20%).

itel Mobile experienced a 27% YoY decline, reflecting intensifying competition and possible inventory corrections amidst shifting market dynamics. On the other hand, Lava posted a 17% YoY growth, driven by steady domestic demand.

Q2 2025: Key Smartphone Market Highlights

Vivo captured the top spot with 19% market share. The Vivo T4X, Vivo T4, Vivo Y19 and Vivo Y39 models accounted for 48% of their 5G shipments.

Samsung secured second spot with 16% overall market share. Samsung’s Uber Premium smartphones saw an impressive 89% increase in shipments in Q2 2025 compared to Q2 2024.

OPPO secured the third positionwith 13% market share, with shipments increasing by 42% YoY, led by the OPPO A3X, OPPO A5 Pro, and OPPO F29 models. This strong performance was driven by a refreshed portfolio that successfully catered to both entry-level and mid-premium consumers.

OnePlus saw a 21% YoY decline in the premium smartphone segment (>INR 25,000), reflecting ongoing market challenges for the brand. The newly launched OnePlus 13 series contributed 17% to the brand’s total shipments during the quarter, while the OnePlus Nord lineup recorded strong momentum, accounting for 83% of total shipments.

Xiaomi garnered 13% market share, and declining 25% YoY, the sharpest among the top five, reflecting challenges in both affordable and value-for-money smartphone portfolios.

Apple posted strong double-digit growth in India, capturing a 7% market share, fueled by strong demand for premium smartphones. The iPhone 16 series—especially the iPhone 16e—was a major growth driver. In the premium segment (above INR 50,000), Apple’s market share grew by 54% YoY.

Motorola registered a stellar 81% YoY growth, marking a strong comeback in the Indian smartphone market. Focused positioning across key segments and deeper retail reach drove its sustained momentum.

Nothing recorded an impressive 190% YoY growth on a small base, driven by the successful launch of the CMF Phone 2 Pro, which contributed over 37% of its shipments, followed by Phone (3a) and Phone (3a) Pro.

Transsion Group witnessed a 12% YoY decline, due to weakened consumer demand in Aspirational India and limited traction in the entry-level 5G segment. Reduced channel push and growing competition from aggressively priced rivals further impacted volumes.

MediaTek led the India’s smartphone chipset market with 46% market share. Qualcomm led the premium smartphone segment (>INR 25,000) with a 35% share.

Future Outlook

In CY2025, CMR anticipates the Indian smartphone market to witness moderate growth, with shipments growing in single digits.

“The second half of the year will be pivotal, driven by new smartphone launches timed with the festive season. Upcoming flagship smartphone launches are expected to drive heightened consumer interest and accelerate device upgrade cycles. While there is growing awareness of AI-led features, they remain a marginal factor in actual purchase decisions, with consumers prioritizing core smartphone attributes like battery life, camera quality, and overall performance,” added Pankaj Jadli, Analyst – Industry Intelligence Group at CyberMedia Research (CMR).