India’s smartphone market contracted sharply in the second quarter of 2026, with shipments falling 10% year on year. It was the steepest June-quarter decline in six years as higher device prices delayed replacement purchases.
Average smartphone selling prices in India had risen by about 15% by the end of the quarter, according to Counterpoint Research. The increase affected far more than premium phones and placed pressure on buyers across price segments.
Consumers Hold On to Older Phones
Memory costs reached elevated levels, prompting several brands to raise prices more than once. Inflation and weaker discretionary spending added to the reluctance of consumers to buy new devices.
Senior Counterpoint Research analyst Prachir Singh identified successive price increases as a key reason for weaker shipments. The replacement cycle has also lengthened as buyers become more cautious with spending.
The market contraction did not affect all brands equally. Samsung was the only company among the top five to report year-on-year shipment growth, while Vivo retained the leading position.
| Brand | Q2 2026 Market Share | Performance Note |
|---|---|---|
| Vivo | 17.8% | Market leader, supported by the V70 series |
| Samsung | Not specified | Shipments increased 2% year on year |
| Oppo | 13.6% | Strong performance above Rs. 20,000 |
| Xiaomi including Poco | 13.4% | Ranked fourth in the market |
| Realme | 10% | Completed the top five |
Samsung Defies the Broader Market Trend
Samsung’s shipments rose 2% from a year earlier despite the overall decline in India. Demand for Galaxy A and Galaxy S devices, summer promotions, and stronger presence between Rs. 15,000 and Rs. 20,000 supported its performance.
The company’s Galaxy A, M, and F lineups gave it wider coverage within that price range. Its result stood in contrast to the pressure facing most major competitors.
Vivo held 17.8% of the Indian smartphone market, excluding iQOO. Demand for the premium V70 series supported the brand, although sales of its Y and T series weakened after price adjustments.
Oppo ranked third with a 13.6% share, supported by the A6 and K14 models in the segment above Rs. 20,000. Xiaomi, including Poco, ranked fourth at 13.4%, followed by Realme with a 10% share.
Growth Continues for Nothing and Google
Nothing recorded 105% year-on-year shipment growth and became India’s fastest-growing smartphone brand. The figure excludes CMF, which had previously operated as a sub-brand of the company.
Demand for the Nothing Phone (4a) was among the key contributors to that growth. The company also gained greater visibility after becoming the main sponsor of Royal Challengers Bengaluru during the 2026 Indian Premier League season.
Nothing has been named India’s fastest-growing smartphone brand in nine of the past 10 quarters. Its performance indicates that brands with compelling products and strong promotion can still expand during a broader market downturn.
Apple’s shipments declined 3% year on year, leaving it with a 7% market share. Demand for the iPhone 17 series remained strong, but supply constraints and low inventory across online and offline channels limited shipments.
Google posted 68% year-on-year growth in the ultra-premium segment. Even so, rising component costs and higher retail prices remain major obstacles to a wider recovery in India’s smartphone market.
