vivo has once again taken the crown in India’s smartphone market, leading the pack with 8.1 million units shipped in the first half of 2025-securing a strong 21% market share, according to new Canalys data.
This marks an impressive 31% growth compared to Q2 2024, underlining the brand’s successful strategy targeting both premium and budget-conscious buyers.
While Samsung came second with 6.2 million units and a 16% market share, its YoY growth was a modest 2%. Oppo grabbed third place with 5 million shipments (13% market share), enjoying a solid 24% growth thanks to the A5 and K13 series.
However, not everyone had a reason to celebrate
. Xiaomi and Realme took hits, both shipping 5 and 3.6 million units respectively but each registering double-digit declines in market performance. Xiaomi saw a sharp 25% dip YoY, and Realme dropped 17%.
The overall market grew 7% YoY, with 39 million units shipped-its strongest quarter since Q3 last year and the first with any YoY growth in some time. Notably, vivo’s recent rise is credited to targeted strategies across cities: the V50 series caught fire in Tier 1 and Tier 2 cities via wedding-season marketing and big retail visibility, while the Y-series pushed hard in smaller cities through strong distributor networks. Online, the T-series gained steam with a diverse offering.
Oppo’s playbook leaned on the A5 series’ dominance in physical stores and the K13’s growing online popularity. Apple’s iPhone 16 line placed sixth, with over 55% of Apple’s shipments attributed to this family. But momentum fizzled post-launch-especially for the iPhone 16e, which faced criticism over its single camera and vague “Apple Intelligence” features.
Despite the encouraging Q2, Canalys expects a minor dip in overall shipments for 2025, citing persistent demand challenges and consumer value skepticism.
It’s becoming clear: Indians aren’t just buying smartphones-they’re judging every camera, every feature, every promise. Brands that deliver real value across price tiers are being rewarded. Others? They’re fading into the background noise of $150 phones and grainy TikTok videos.