Hyderabad: In 2025, Vivo topped India’s smartphone market, with a notable 21% share, selling 32.1 million units. Samsung followed with 15%, shipping 23 million devices. Both Oppo and Xiaomi held 13%, while Apple captured 10% of the market with 15.1 million shipments. Other brands made up 29% of the market, totaling 44.4 million units.
Comparing 2025 to 2024, Apple saw fantastic growth of 28%. Vivo grew by 19%, and Oppo by 10%. In contrast, Samsung and Xiaomi faced declines of 11% and 26%, respectively. Overall, smartphone sales in India dropped slightly by 1%, totaling 154.2 million units in 2025.
Fourth Quarter Insights
In the last quarter of 2025, Vivo held a 23% market share, shipping 7.9 million smartphones. Samsung had 14% with 4.9 million, while Oppo shipped 4.6 million with a 13% share. Xiaomi and Apple managed 12% and 11%, with 4.2 million and 3.9 million shipments, respectively. Other brands accounted for 26% of the market, shipping 9 million units.
Compared to the same quarter in 2024, Vivo and Oppo experienced growth of 16% and 11%. However, Samsung, Xiaomi, and Apple faced declines, with losses of 11%, 26%, and 1%, respectively.
Key Models and Trends
Vivo’s success came from models like the Y31 5G, Y19s 5G, T4X 5G, and V60e, combined with an extensive offline sales network. Oppo balanced its sales with strategies that highlighted both its A and K series.
Samsung’s standout devices included the Fold 7 and S25 FE. They offered upgrades and cashback to attract buyers. Xiaomi leaned on its budget-friendly offerings, such as the Redmi 14C 5G and POCO C75, to drive volume.
Apple’s sales remained steady, largely thanks to strong demand for the iPhone 17. Many consumers chose to wait for better deals on upcoming models, indicating a shift in buyer behavior.
User Reactions and Market Implications
Social media reactions highlight an increasing preference for budget options, particularly among younger consumers. Many are sharing experiences of trying to balance price with performance, often discussing how much they rely on online reviews before making a purchase. This trend suggests a significant shift in how consumers view brand loyalty, encouraging companies to innovate and compete on features rather than just brand prestige.
According to a recent survey by Counterpoint Research, over 60% of Indian consumers plan to buy a budget smartphone in 2026, underlining the need for brands to cater to cost-conscious buyers.
Vivo’s strong performance in 2025 reflects not just its product quality but also an understanding of the Indian market’s dynamics, where price and accessibility are crucial. The smartphone landscape in India is changing rapidly, and staying ahead requires continuous adaptation to consumer needs and preferences.
For more details, you can refer to Omdia’s report on smartphone sales.
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SMARTPHONE SALES IN INDIA 2025, SAMSUNG, APPLE, OPPO, VIVO MARKET SHARE IN INDIA, VIVO LEADS INDIAN SMARTPHONE MARKET IN 2025, SELLING 32.1 MILLION UNITS, SAYS REPORT
