Smartphone shipments in India plunged 20 percent year-on-year in the third quarter, reaching their lowest volume in a decade, according to market data published by Counterpoint Research. The contraction follows a steep rise in device manufacturing costs, triggered primarily by record-high memory pricing that forced vendors to elevate retail prices while scaling back inventory deliveries ahead of the festive season.
The entry-level and budget segments bore the heaviest losses during the July-to-September period. Shipments of handsets priced below INR 20,000 (roughly $210) cratered by 47 percent, with Counterpoint noting severe headwinds in the sub-INR 15,000 ($158) tier as consumers extended replacement cycles and postponed new purchases.
Despite the broader downturn, Samsung climbed back to the top position in the market after a nine-quarter absence, capturing a 17 percent volume share behind its Galaxy A lineup and restrained price adjustments. vivo claimed second place with 16 percent, while Oppo and Xiaomi tied for third at 12 percent each. In contrast to budget declines, higher-tier devices saw momentum: Apple’s iPhone 18 Pro series launched with sales nearly 20 percent higher than the iPhone 17 Pro line, and Google expanded shipments by more than 50 percent thanks to its Pixel 11 family.
Local and emerging brands also shifted the market landscape, with Indian manufacturers lifting their combined share from 2 percent to 7 percent, led by Ai+ Smartphone’s 306 percent surge and an 88 percent increase from itel. In silicon, MediaTek maintained market dominance with a 45 percent share, while Unisoc gained ground as brands sought lower component costs in mass-market tiers. Counterpoint projects India’s smartphone volume will decline an additional 13 percent in 2026, with further price increases anticipated following the conclusion of holiday sales.
Source: GSMArena
