New Delhi, Oct 24 (UNI) India’s smartphone market grew 3pc year-on-year (YoY) in Q3 2025, reaching 48.4 million units shipped, according to the latest research from Omdia.
Omdia, a London-based tech research and advisory company, noted that vendors filled the channels with new stocks in expectation of a high-demand festive period. This modest growth was attributed to the wave of new launches in July and August, retail incentivization, and an earlier festive season that pulled forward inventory flows.
Highlighting the brand-wise performance, Omdia said Vivo (excluding iQOO) extended its leap in the market with 9.7 million units shipped, which has captured 20pc of the market share.
Xiaomi narrowly overtook OPPO( excluding OnePlus) with both vendors shipping 6.5 million units.
Samsung ranked second with 6.8 million units and 14pc market share, followed by Xiaomi in third-place. Apple returned in the top-five list with 4.9 million units shipped.
Sanyam Chaurasia, Principal Analyst at Omdia, said, “ With limited organic demand, 3Q’s momentum was largely sustained through incentive-led channel push rather than pure consumer recovery. Vendors reallocated marketing budgets to high-impact retail incentive programmes that rewarded sell-through, ranging from cash-per-unit bonuses to tiered margins and dealer contests with rewards such as gold coins, bikes, and international trips.”
These incentives motivated distributors and retailers to absorb higher inventory ahead of the festive season, Chaurasia said. “At the same time, vendors intensified consumer-facing schemes – from zero-down-payment EMIs, micro-instalment plans, bundled accessories, and extended warranties – to drive conversions,” Chaurasia added.
Pointing towards the model variants, Omdia said that Samsung gained mid-premium traction with old generation models, refreshed Snapdragon-powered S24 and S25FE, but faced pressure in the entry tier.
On the other hand, OPPO’s volumes were driven by an aggressive multi-layered festive channel, anchored around the F31 Series.
If we see more smartphone brands apart from these top-five models, Motorola hit a record sales of 4 million units, which is a 53pc rise YoY, led by G-series and Edge 60 offline expansion.
Omdia also applauded the government initiatives like GST reductions on large appliances that lifted the overall consumer sentiment, but smartphone-specific demand recovery remain limited.
