The smartphone industry in India has recorded a 5.5 percent decline in shipments in the first quarter of 2025 compared to the same period last year, according to a recent report from the International Data Corporation (IDC). This drop is largely attributed to a combination of weak consumer demand and excess inventory leftover from the preceding quarter. While the overall market struggles, Apple distinguished itself with a notable 23 percent increase in its shipments, securing its position among the top five smartphone brands in the country. Vivo led the market with a 19.7 percent share during this period.
According to the IDC’s Worldwide Quarterly Mobile Phone Tracker report, a total of 32 million smartphones were dispatched in India between January and March of this year, reflecting a 5.5 percent year-over-year decline. This marks the second consecutive quarter of reduced shipments, driven primarily by sluggish consumer demand and ongoing inventory surplus challenges faced by manufacturers.
Vivo, Samsung, Oppo Lead India’s Smartphone Market in Q1 2025
In the first quarter of 2025, Vivo captured the largest share of India’s smartphone shipments, accounting for 19.7 percent of the market and reporting a 14.6 percent year-over-year growth. Samsung secured the second position with a market share of 16.4 percent, while Oppo followed closely in third with a 12 percent market share and an 11.9 percent increase in shipments. Realme ranked fourth, holding a 10.6 percent market share and a modest 2.2 percent growth compared to last year.
Apple emerged as the fastest-growing brand among the top five, achieving a 23 percent increase in shipments and reaching a milestone of three million units delivered in the first quarter. The IDC report highlighted that the iPhone 16 was a significant contributor, comprising 4 percent of the total smartphone shipments in India during this time frame. As a result, Apple captured 9.5 percent of the market share.
Xiaomi secured the sixth position but faced a stark challenge, experiencing a 42 percent decline in shipments in the first quarter, which reduced its market share to 7.8 percent from 12.8 percent in the same period last year.
Motorola, Poco, OnePlus, and iQOO rounded off the top ten rankings, taking the seventh, eighth, ninth, and tenth spots, respectively. IDC noted that Vivo, Samsung, and Oppo maintained their rankings from the previous quarter. Realme’s success allowed it to surpass Xiaomi for the fourth place, bolstered by strong sales of its budget-friendly Realme 14 series, Narzo 80 series, and P3 series. Notably, Nothing achieved the highest growth rate during this quarter, with Google and Motorola trailing closely behind.
Looking ahead, IDC forecasts only low single-digit growth for smartphone shipments in 2025, influenced by increasing average selling prices (ASPs). However, this trend is anticipated to yield a mid-single-digit increase in overall market value. Brands are strategically improving their offline distribution efforts while maintaining their digital presence, offering various microfinancing options to enhance affordability, and introducing models in the entry-premium segment to facilitate upgrades. Additionally, they are promoting generative AI features across different price categories.
The report indicated that India’s ASP reached a high of $274 (approximately Rs. 24,000) in the first quarter, representing a 4 percent year-over-year increase. The adoption of 5G technology also saw significant growth, with 29 million 5G smartphones shipped during the quarter. The proportion of 5G smartphone shipments soared to 88 percent, up from 69 percent in the same timeframe last year. Furthermore, shipments to offline channels experienced a 10 percent year-over-year growth, increasing their share to 58.1 percent, while online channel shipments fell by 21.1 percent in the first quarter.
