Introduction: India’s smartphone sector has endured its weakest quarterly performance in ten years, according to Counterpoint Research, as elevated memory prices and cautious consumer spending continue to weigh on shipments. The latest data underscores how cost pressure is reshaping one of the world’s largest handset markets, particularly at the budget end.
Counterpoint Research said smartphone shipments in India declined 20% year-on-year during the July-September quarter, reaching their lowest level in a decade. The firm’s findings follow a similarly pessimistic report from Omdia, which estimated a 26% fall and shipments at their weakest since 2016. According to Counterpoint, record-high memory prices pushed up device costs, prompting brands to keep channel inventory conservative even before the festive sales period.
The downturn was most severe in the affordable segment. Shipments of handsets priced below INR 20,000 ($210) dropped 47%, as higher component costs moved many models into more expensive categories. Pressure was particularly intense under INR 15,000 ($158), where buyers delayed upgrades and held onto existing devices for longer.
Amid the broader slowdown, Samsung returned to the top position after nine quarters, capturing a 17% market share on the strength of its Galaxy A lineup and comparatively restrained price increases. vivo, excluding iQOO, followed closely with 16%. Oppo ranked third with 12%, supported by triple-digit growth above INR 20,000, while Xiaomi, including Poco, also secured 12% and led the INR 10,001-20,000 ($105-$210) bracket. Apple’s newest iPhone 18 Pro models also started strongly, with early sales nearly 20% ahead of the iPhone 17 Pro series.
Among emerging players, Ai+ Smartphone recorded the fastest growth with shipments jumping 306%. Indian brands collectively expanded their share from 2% to 7%, while itel grew 88% and Google advanced by more than 50%, aided by demand for the Pixel 11 series. In the chipset market, MediaTek retained the lead with a 45% share, while Unisoc gained momentum as manufacturers sought better margins in entry-level categories.
Counterpoint expects conditions to remain difficult, forecasting India’s smartphone market will contract by roughly 13% in 2026. Additional price increases are likely after the festive season, and brands are responding by introducing more 4G and lower-specification devices for mass-market buyers. The research firm also warned that 2027 could remain challenging, leaving little hope for near-term price relief.
