India’s smartphone market recorded its weakest September quarter in ten years, with shipments falling to 35.8 million units amid higher prices, cautious consumer spending and declining online sales.
Highlights
- India’s smartphone shipments declined 26% year-on-year to 35.8 million units in Q3 2026.
- The September quarter recorded the industry’s lowest smartphone shipments in a decade.
- Chinese smartphone brands witnessed a sharp decline, with their combined market share dropping to 68%.
- Samsung led the market with 6.7 million shipments and a 19% share.
India Smartphone Shipments Plunge 26% to Decade Low as Higher Prices Hit Festive Demand
New Delhi, October 20: India’s smartphone market witnessed a sharp slowdown in the September quarter of 2026, with shipments falling 26% year-on-year to 35.8 million units, marking the industry’s weakest performance in a decade.
According to a report by The Economic Times, citing market research firm Omdia, rising smartphone prices and cautious consumer spending significantly affected demand during a period traditionally considered important for festive-season sales.
Higher prices, caused partly by shortages of memory and other components, have also encouraged smartphone manufacturers to rethink their distribution and sales strategies.
Samsung Leads Despite Market Slowdown
Samsung regained the top position in India’s smartphone market during the third quarter of 2026, shipping 6.7 million units and capturing a 19% market share.
The company’s performance was supported by its premium smartphone portfolio, established retail partnerships and structured upgrade programmes.
Vivo secured second place with shipments of 6.4 million units and an 18% market share, although its shipments declined 34% year-on-year.
Oppo ranked third with 4.9 million shipments and a 14% market share, recording a 24% annual decline.
Xiaomi followed with 4.7 million units and a 13% market share, representing a 28% fall from the previous year.
Apple Enters Top Five
Apple emerged as one of the stronger performers despite the overall market slowdown.
The company shipped 3.9 million iPhones during the September quarter, securing an 11% market share.
Although Apple’s shipments declined 20% year-on-year, the company entered the top five smartphone brands in India, pushing Realme out of the ranking.
Its performance was supported by demand for the iPhone 17 series, continued sales of earlier models, bank cashback offers, exchange bonuses and flexible financing schemes.
Chinese Brands Face Major Decline
Chinese smartphone manufacturers experienced significant pressure during the quarter.
Their combined market share declined to 68%, compared with 75% in Q3 2025.
Omdia attributed the decline partly to weaker online sales, rising smartphone prices and reduced demand for entry-level devices.
Xiaomi and Oppo were among the brands affected by cautious retail stocking and changing consumer preferences.
Online Sales Lose Momentum
The report highlighted a shift in smartphone sales from online-led festive demand towards more selective, channel-driven growth.
Retailers reduced inventory accumulation because of concerns about slower consumer demand and rising device costs.
Manufacturers also launched fewer affordable smartphone models, limiting the traditional advantage of online festive sales.
Smartphone Market Faces Tough Outlook
Omdia expects India’s smartphone market to remain under pressure in the coming quarters, with the decline potentially continuing into 2027.
Higher component costs, longer smartphone replacement cycles and cautious consumer spending could affect future sales.
However, premium smartphones, exchange programmes and financing offers may continue to attract buyers seeking upgrades.
For smartphone manufacturers, balancing affordability with premium features will remain crucial as competition intensifies in India’s mobile market.
India Smartphone Market Share – Q3 2026
| Brand | Shipments | Market share | YoY growth |
|---|---|---|---|
| Samsung | 6.7 million | 19% | -1% |
| Vivo | 6.4 million | 18% | -34% |
| Oppo | 4.9 million | 14% | -24% |
| Xiaomi | 4.7 million | 13% | -28% |
| Apple | 3.9 million | 11% | -20% |
| Others | 9.2 million | 26% | -34% |
| Total | 35.8 million | 100% | -26% |
Source: Omdia, as reported by The Economic Times, October 20, 2026. Market shares are rounded
