India's smartphone shipments drop 8% in 1Q25; Vivo retains top position: Canalys
NEW DELHI: India's
smartphone shipments
fell 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 last year, according to the latest research data released by
Canalys
on Monday.
'This inventory overhang disrupted product launch cycles and forced recalibration of channel strategies,' the market tracker said.
At the same time, the evolving landscape of the tariffs imposed by the Donald Trump-led US government will strengthen India's position in the global smartphone value chain, but demand volatility is expected to test the market in the coming quarters, according to Canalys.
In Q1 2025,
Vivo
retained the top spot with 7 million shipment units and a 22% market share, further widening its lead over the second-ranked South Korean
Samsung
, which shipped 5.1 million units for a 16% share, according to Canalys data.
Xiaomi
followed in the third position with 4 million units and a 12% share, while Oppo (excluding OnePlus) and Realme shipped 3.9 million units and 3.5 million units, respectively.
India's smartphone shipments and annual growth Canalys Smartphone Market Pulse: Q1 2025 Vendor Q1 2025shipments (million) Q1 2025 marketshare Q1 2024 shipments (million) Q1 2024 market share Annual growth vivo 7.0 22% 6.2 18% 13% Samsung 5.1 16% 6.7 19% -23% Xiaomi 4.0 12% 6.4 18% -38% OPPO 3.9 12% 3.7 10% 5% realme 3.5 11% 3.4 10% 3% Others 8.9 27% 8.9 25% -1% Total 32.4 100% 35.3 100% -8% Note: Xiaomi estimates include sub-brand POCO. OPPO excludes OnePlus. Percentages may not add up to 100% due to rounding. Source: Canalys Smartphone Analysis (sell-in shipments), April 2025
Of the top five vendors, Xiaomi showed the highest fall in shipments, at 38% year-on-year, in the quarter, whereas Samsung's shipments fell by 23% year-on-year.
'With consumer demand still fragile, 2025 is shaping up to be another channel-driven year,' said Sanyam Chaurasia, a senior analyst at Canalys.
'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.'
In the March 2025 quarter, Vivo extended its lead with a balanced portfolio and sharp channel execution, with its V50 series, T- and Y-series ensuring a strong online-offline synergy, as per Chaurasia. 'Meanwhile, Realme regained momentum following an inventory correction, with nearly 20% of shipments driven by the new 14X 5G and offline channels now contributing 58% of its volume,' he added.
With a softening in the broader demand, premium brands
Apple
and Samsung are anchoring their strategies around upgrade intent and higher average selling price (ASP) plays, as per Chaurasia.
'Apple achieved its best-ever Q1 in India, driven by strong iPhone 16 series momentum and compelling offers across ecommerce and large format retailers (LFRs) during Republic Day promotions. The introduction of the iPhone 16e allowed Apple to deepen its reach into Tier 2 and Tier 3 cities,' he said.
Despite starting the quarter with elevated inventory and a 23% year-on-year drop in total shipments, Samsung witnessed 5% annual growth in its S25 series versus S24 in Q1 2024, driven by premium momentum and conversational AI features, the analyst said.
'For both brands, ecosystem stickiness and premium-led channel execution will be key strategic levers in the coming quarters,' he added.
With limited organic growth drivers and reliance on channel dynamics, the India smartphone market is expected to grow modestly in 2025. 'Still, rising ASPs and financing-backed premiumization present a silver lining, with the sweet spot shifting toward the ₹20,000 to ₹30,000 (approximately US$250 to US$350) price band,' Chaurasia said.
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