Omdia Report: Vivo Dominates India's Smartphone Market in 2025 Amidst Overall Decline

According to a report released by market research firm Omdia on January 20th, India's smartphone market faced headwinds in the fourth quarter of 2025. Shipments totaled 34.5 million units, a 7% year-on-year decrease. For the full year of 2025, total shipments reached 154.2 million units, marking a slight 1% decline from the previous year. The downturn is attributed to rising storage chip costs, the depreciation of the rupee, and overall weak consumer demand.

In a fiercely competitive market, vivo delivered a standout performance. Driven by the popularity of models like the Y31 5G and V60e, the brand shipped 7.9 million units in Q4, capturing a leading 23% market share. This strong finish secured vivo's position as the top smartphone brand in India for the entire year of 2025.


Omdia Report: Vivo Dominates India's Smartphone Market in 2025 Amidst Overall Decline

 

Samsung followed in second place with 4.9 million units, holding a 14% market share. Notably, OPPO (excluding OnePlus) surpassed Xiaomi to claim the third spot, shipping 4.6 million units. This success was attributed to a well-defined product portfolio featuring its A series and K series smartphones.


Omdia Report: Vivo Dominates India's Smartphone Market in 2025 Amidst Overall Decline

 

Xiaomi and Apple rounded out the top five, with shipments of 4.2 million and 3.9 million units, respectively. Vivo and OPPO were the only two brands to achieve double-digit year-on-year growth, a success Omdia credits to their deep-rooted offline retail networks and effective inventory management strategies. In contrast, most other brands faced significant challenges. Samsung's shipments remained sluggish despite launching new models like the Fold7 and S25 FE, as the overall price increases dampened consumer interest.


Omdia Report: Vivo Dominates India's Smartphone Market in 2025 Amidst Overall Decline

 

Xiaomi also experienced a decline, even while trying to sustain sales with entry-level models like the REDMI 14C 5G to avoid aggressive price hikes across its lineup. Apple's performance was flat, as consumers postponed purchases in anticipation of future promotions for the iPhone 15/16, while demand for the base iPhone 17 model remained stable. Meanwhile, brands like OnePlus, Motorola, and Nothing are actively seeking growth by rebuilding and expanding their offline retail channels.

 

Omdia Report: Vivo Dominates India's Smartphone Market in 2025 Amidst Overall Decline

 

Omdia Report: Vivo Dominates India's Smartphone Market in 2025 Amidst Overall Decline

 

Looking ahead to 2026, Omdia's Principal Analyst, Sanyam Chaurasia, predicts a mid-single-digit decline for the Indian market as rising hardware costs continue to push up retail prices, leading to longer smartphone replacement cycles for consumers. Chaurasia anticipates that Chinese brands will shift their focus to the ₹25,000 to ₹60,000 "flagship killer" segment to offset rising memory costs with higher profit margins. The premium market, priced above ₹60,000, is expected to remain dominated by Apple, Samsung, and vivo.

Torna al blog

Related Posts

  • _{region} ( _{language} )

    • _{area}

    _{region}
    _{language}