India Smartphone Shipments Decline 8% YoY in January-March 2025

India’s smartphone shipments fell by 8% year-on-year in the January-March quarter of 2025 to 32.4 million units, mainly due to persistent weakness in consumer demand and an elevated channel inventory from late 2024, according to the latest research data released by Canalys on Monday.

The market tracker stated, “This inventory overhang disrupted product launch cycles and forced recalibration of channel strategies.” At the same time, the evolving landscape of tariffs imposed by the Donald Trump-led US government is expected to strengthen India’s position in the global smartphone value chain, although demand volatility is predicted to test the market in the coming quarters.

Vivo Retains Leadership as Xiaomi Witnesses Steep Decline

In Q1 2025, Vivo retained the top spot with 7 million shipment units and a 22% market share, further widening its lead over second-ranked Samsung, which shipped 5.1 million units for a 16% share, according to Canalys data. Xiaomi secured the third position with 4 million units and a 12% share, while Oppo (excluding OnePlus) and Realme shipped 3.9 million and 3.5 million units, respectively.

Among the top five vendors, Xiaomi recorded the highest fall in shipments at 38% year-on-year, whereas Samsung’s shipments declined by 23% year-on-year. Sanyam Chaurasia, a senior analyst at Canalys, commented, “With consumer demand still fragile, 2025 is shaping up to be another channel-driven year.” He added, “In the absence of strong organic pull, vendors are relying heavily on retail and distribution networks to stimulate purchases. Channel schemes, offline activations and tighter sell-out coordination will again define share gains.”

Vivo’s success was attributed to a balanced portfolio and sharp channel execution, with its V50 series, T- and Y-series ensuring strong online-offline synergy. Realme regained momentum after an inventory correction, with nearly 20% of shipments driven by the new 14X 5G and offline channels now contributing 58% of its volume.

Read More: Apple, Samsung Lead India’s Smartphone Export Surge in 2024!

Premium Segment Strategies Bolster Apple and Samsung

With a general softening in broader demand, premium brands Apple and Samsung focused their strategies on upgrade intent and higher average selling price (ASP) plays. Chaurasia stated, “Apple achieved its best-ever Q1 in India, driven by strong iPhone 16 series momentum and compelling offers across ecommerce and large format retailers during Republic Day promotions. The introduction of the iPhone 16e allowed Apple to deepen its reach into Tier 2 and Tier 3 cities.”

Despite starting the quarter with elevated inventory and a 23% year-on-year drop in total shipments, Samsung reported 5% annual growth in its S25 series compared to the S24 in Q1 2024, propelled by premium momentum and conversational AI features. Chaurasia added, “For both brands, ecosystem stickiness and premium-led channel execution will be key strategic levers in the coming quarters.”

Conclusion

India’s smartphone market faced an 8% year-on-year decline in Q1 2025, impacted by weak consumer sentiment and inventory issues. While Vivo strengthened its leadership, Apple and Samsung managed to anchor their strategies around premium offerings and ecosystem integration, positioning themselves firmly in a challenging market environment.

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