India’s Smartphone Shipments Fall 26% to Decade-Low Third-Quarter Level
Summarized by AI; it may make mistakes. Check important info
Summarized by AI; it may make mistakes. Check important info
India’s smartphone shipments fell 26% year-on-year to 35.8 million units in July-September 2026, marking the lowest third-quarter volume since 2016, according to research firm Omdia. Higher prices, cautious consumer spending and weaker online sales affected demand despite the start of the festive season.
Samsung Regains Top Spot as Vivo Shipments Drop 34%
Samsung led the market with 6.7 million units shipped, reclaiming the top position for the first time since the first quarter of 2024. Vivo ranked second with 6.4 million units, recording the sharpest decline among the top five vendors. Oppo followed with 4.9 million units, Xiaomi shipped 4.7 million, and Apple recorded 3.9 million units.
The vendors' performance reflected different market pressures, with premium devices and financing offers supporting some brands while rising costs affected others. Key shipment figures for the quarter were:
- Oppo: 4.9 million units, down 24% year-on-year.
- Xiaomi: 4.7 million units, down 28% year-on-year.
Festive Timing and Online Sales Weigh on Demand
The later timing of Diwali shifted part of the offline festive inventory build-up from September to October. Omdia analyst Sanyam Chaurasia reportedly said fewer exclusive launches, limited affordable models and smaller promotional differences weakened online channels’ traditional festive advantage.
Chinese smartphone manufacturers combined market share fell to approximately 68% in the third quarter of 2026, from 75% a year earlier. Rising component costs and smartphone prices put pressure on brands such as Vivo and Xiaomi, while cautious retailer stocking affected Oppo’s shipments. Samsung and Apple strengthened their positions through premium devices, established channel partnerships and financing offers.
India’s Smartphone Shipments and Annual Growth :
Vendor | 3Q26 Shipments (million) | 3Q26 Market Share | 3Q25 Shipments (million) | 3Q25 Market Share | Annual Growth |
Samsung | 6.7 | 19% | 6.8 | 14% | -1% |
vivo | 6.4 | 18% | 9.7 | 20% | -34% |
OPPO | 4.9 | 14% | 6.5 | 13% | -24% |
Xiaomi | 4.7 | 13% | 6.5 | 13% | -28% |
Apple | 3.9 | 11% | 4.9 | 10% | -20% |
Others | 9.2 | 26% | 14.0 | 29% | -34% |
Total | 35.8 | 100% | 48.4 | 100% | -26% |
Smartphone Market Expected to Decline Further in 2027
Omdia expects India’s smartphone market to contract by a further low-single-digit percentage in 2027. Higher prices and longer device lifecycles are likely to continue weighing on replacement demand, with pricing pressures expected to persist through at least the first half of 2027.
The research firm reportedly said artificial intelligence-powered features could encourage consumers to upgrade to premium smartphones. Nearly four in ten respondents in India said useful AI capabilities could make them willing to pay more for a smartphone, according to Omdia’s User Innovation Readiness research. Financing, trade-in offers and upgrade programmes could also help manufacturers revive demand.
