According to market research firm Omdia, smartphone shipments in India increased by 3% year-over-year (YoY) in Q3 2025, hitting 48.4 million units. A spike in new releases in July and August, just before the nation's holiday season, drove the growth. With a 20 percent market share, Vivo remained in the top, closely followed by Samsung. Apple and Oppo completed the top five, with Xiaomi taking third place.

According to the most recent Omdia research, the July–September period (Q3) of 2025 saw a 3% YoY rise in the Indian smartphone market, with total shipments reaching 48.4 million units.The holiday season, more retail incentives, and a flurry of new smartphone releases in July and August all contributed to the spike. According to the report, suppliers have stocked the channels with new products earlier than usual in anticipation of strong sales throughout the festive season.
With 9.7 million units shipped and a 20 percent market share in Q3 2025, Vivo (apart from iQOO) dominated the market. With 6.8 million units shipped and a 14 percent market share, Samsung took second place.

"Aspirational demand, aggressive festive offers, and wider availability drove volumes in smaller cities." While previous iPhones 16s and 15s produced large sales under discount-led upgrades, the iPhone 17 basic model gained traction, bolstered by a robust iPhone 12–15 install base upgrades," stated Sanyam Chaurasia, Principal Analyst at Omdia.
"The Q3 2025 momentum was primarily maintained through incentive-led channel push rather than pure consumer recovery due to limited organic demand," stated Sanyam Chaurasia. "With a well-rounded portfolio, aggressive retail initiatives, and an exceptional promoter network, Vivo maintained its lead," he continued.
According to Omdia, Vivo's performance in the third quarter has improved due to the popularity of its T series, V60, and Y series. The updated Snapdragon-powered Galaxy S24 helped Samsung see a rise in demand in the mid-premium market.
With 4.9 million devices shipped in Q3 2025, Apple returned to the top five phone manufacturers list. The expansion in lower-tier cities was the primary driver of the iPhone maker's 10 percent market share.