Affordable 5G phones boost India's smartphone market: Who leads and who's falling behind?

In the second quarter of 2025, India's smartphone market experienced an impressive growth of 8% year-on-year, driven primarily by the increasing demand for budget-friendly 5G smartphones and a rise in sales of premium devices. This surge is highlighted in the latest report from CyberMedia Research (CMR), which reveals that 5G smartphones constituted an astounding 87% of total shipments during this period, marking a 20% increase compared to the previous year. Devices priced between ₹8,000 and ₹10,000 have seen an exceptional 600% growth, underscoring a robust consumer desire for affordable 5G options. Leading the market is Vivo, which holds a 19% share, followed closely by Samsung at 16% and Oppo at 13.4%. Vivo also leads in the 5G sector, with its popular models, the Vivo T4X and Y39, making up nearly half of its 5G shipments. Samsung continues to maintain a strong position, particularly due to a remarkable 90% increase in sales of its ultra-premium smartphones. Meanwhile, Oppo has benefited from a refreshed product lineup, achieving a 42% year-on-year growth driven by its A3X and F29 series. In the super-premium segment, which includes devices priced above ₹50,000, growth reached 35% year-on-year, fueled largely by Apple and Samsung's strong performances. Apple’s market share in this category soared by 54% year-on-year, with the iPhone 16e becoming a significant driver of this growth. Apple's overall market share stands at 7%. Conversely, OnePlus encountered a 21% decline in the premium segment, despite its Nord series making notable contributions to shipments. Affordable 5G has notably transformed the market landscape, with Xiaomi and Realme playing pivotal roles in accelerating the adoption of these devices. Despite this, Xiaomi experienced a sharp 25% year-on-year decline in overall shipments, the steepest drop among the top five brands. On the other hand, Motorola and Nothing have emerged as standout performers; Motorola achieved an impressive 81% year-on-year growth thanks to enhanced retail positioning, while Nothing saw a staggering 190% increase from a smaller base after launching the CMF Phone 2 Pro. The feature phone segment, however, continues to decline, with an 18% drop year-on-year. Specifically, 2G feature phones fell by 15%, while 4G feature phones saw a decline of 31%. Despite a 27% decrease in shipments, Itel remains the leader in this segment, while Lava experienced a positive shift with a 17% growth. In the chipset arena, MediaTek holds onto its lead with a 46% overall market share, while Qualcomm dominates the premium segment (above ₹25,000) with a 35% share. Looking ahead, CMR predicts single-digit growth for the Indian smartphone market in 2025, with the upcoming festive season and new flagship launches expected to spark consumer interest. Analyst Pankaj Jadli remarked, "Although there is increasing awareness of AI-led features, these remain a minor factor in purchase decisions, as consumers prioritize essential smartphone attributes such as battery life, camera quality, and overall performance."