India's Smartphone Market Roars Back in Q2 2025; Vivo Claims Top Spot
Q2 2025: Vivo tops Indian smartphone shipments as market recovers. Samsung, Oppo, Xiaomi, and Apple's performance analyzed.
Vivo Leads as Indian Smartphone Shipments Jump 7% in Q2 2025
India's smartphone market has staged a significant comeback in the second quarter of 2025, with shipments soaring 7% year-on-year to reach 39 million units. This robust recovery, detailed in a new report from Canalys (now part of Omdia), signals a renewed vigor in the sector after a subdued first quarter. The surge was primarily fueled by a reduction in accumulated inventory and a flurry of new product launches across various price segments, despite prevailing challenges such as extreme heatwaves, global tariff tensions, and geopolitical uncertainties.
Vivo Takes the Lead:
Chinese smartphone giant Vivo emerged as the frontrunner, capturing a dominant 21% market share with 8.1 million units shipped. This impressive performance is attributed to Vivo's strategic focus on strengthening channel partnerships and executing successful retail campaigns for its popular V50, Y-series, and T-series devices. The company's deep distribution network, especially in smaller cities and semi-urban markets, played a crucial role in its ascent.
Top Players and Shifting Dynamics:
Samsung secured the second position, shipping 6.2 million units and holding a 16% market share. The Korean tech titan leaned on its effective EMI-led mid-premium strategy, particularly for models like the Galaxy A36 and A56, to maintain its strong presence.
Oppo narrowly edged out Xiaomi for the third spot, shipping 5 million units (13% market share). Oppo's success was driven by strong offline momentum for its A5 series and increasing online traction from the K13. Xiaomi, while matching Oppo's shipment volume, experienced a year-on-year decline in market share. The brand relied on its Redmi 14C 5G and refreshed Note 14 series to stay competitive. Realme rounded out the top five with 3.6 million units and a 9% share.
Beyond the Top Five: Apple's Mixed Fortunes and Rising Challengers:
The competition intensified beyond the leading five brands. Apple, ranking sixth, saw its premium iPhone 16 series account for over 55% of its shipments, indicating strong demand for its flagship devices. However, the more "affordable" iPhone 16e failed to resonate with consumers. Buyers were reportedly deterred by its single-camera setup and underwhelming Apple Intelligence features, highlighting a discerning market even within the premium segment.
Meanwhile, a host of smaller players demonstrated significant growth. Motorola deepened its retail reach, particularly in smaller cities. Infinix gained traction with bold designs and campaigns targeting specific user communities like gamers. Notably, Nothing, the London-based tech brand, witnessed an astonishing 229% year-on-year surge, driven by the design-focused success of its CMF Phone 2 Pro and Phone 3a series, which resonated strongly with urban consumers.
Outlook for the Second Half:
Looking ahead, Canalys (Omdia) cautions that the latter half of 2025 will be less about new product launches and more about meticulous channel execution, strategic festival promotions, and aggressive financing options. Despite the strong Q2 rebound, the full-year smartphone shipments for India are projected to experience a slight decline, as persistent structural demand challenges continue to influence the market landscape. Brands are already implementing incentives for channel partners and upgrading retail infrastructure to capitalize on the upcoming festive season.
