Vivo Surpasses Samsung To Become India’s Second-Largest Smartphone Brand

India’s smartphone market has recorded its strongest growth in five years, with shipments rising 4.3 per cent year-on-year to nearly 48 million units in the third quarter of 2025 (3Q25), according to the International Data Corporation (IDC).

The surge has been driven by rising demand for premium smartphones and successful festive season sales.

However, weaker sales in the budget segment and higher average selling prices have slightly dampened the overall momentum.

Chinese smartphone maker Vivo has overtaken Samsung to secure the second spot in India’s smartphone rankings.

IDC data shows Vivo holding an 18.3 per cent market share, followed by Oppo with 13.9 per cent. Samsung, which previously ranked second, slipped to third place with a 12.6 per cent share, marginally higher than the 12.3 per cent it held in Q3 2024 but trailing behind faster-growing rivals.

Apple climbed to fourth place with a 10.4 per cent share, up from 8.6 per cent last year, marking its best-ever performance in India.

The company’s impressive 25.6 per cent year-on-year growth underscores the country’s growing appetite for premium devices.

Apple Dominates Premium Segment

In the super-premium category, smartphones priced above ₹70,000, Apple overtook Samsung to claim the top position in Q3 2025. Samsung, however, continues to lead the mid-premium range (₹20,000–₹40,000), where its mid-range Galaxy models remain popular.

Motorola emerged as the fastest-growing brand, registering a 52.4 per cent year-on-year rise to capture 8.3 per cent of the market.

Meanwhile, Xiaomi, Realme, and OnePlus witnessed declines, reflecting a slowdown in the budget and entry-level segments.

With no major Samsung launches expected in the coming months, analysts suggest the company could face challenges in regaining its lost position.

The report also indicates that Indian consumers are increasingly leaning towards feature-rich, premium smartphones, a trend likely to persist through 2026 as disposable incomes rise and financing options expand.

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