India's smartphone shipments fall in 1Q25; Xiaomi's share drops to 13%: Counterpoint
Smartphone shipments
in India slumped by 7% year-on-year in Q1 2025, impacted by high inventory levels and fewer launches of new devices, according to the latest report released by Counterpoint Research on Wednesday.
Vivo
led the market with a volume share of 22% in the January-March quarter of 2025, compared to a share of 19% in the corresponding quarter last year. It was followed by
Samsung
in the second rank, with a share of 17%, while third-ranked Oppo's share remained unchanged at 15%, the research firm's data showed.
Xiaomi
's market share, however, fell sharply – from 19% in Q1 2024 to just 13% in Q1 2025, which pushed it to the fourth position. Fifth-ranked Realme gained slightly, up from 10% in Q1 2024 to 11% in Q1 2025, as per Counterpoint.
Cupertino-based
Apple
recorded a 29% year-on-year growth, recording its highest-ever first quarter volumes in India, cementing its dominance in the premium segment. The iPhone maker also led the market (by value) with a share of 26% in Q1 2025.
Further, London-headquartered Nothing reported a 156% year-on-year growth in shipments in Q1 2025 – marking the fifth consecutive quarter of growth, while Motorola saw a 59% year-on-year increase, largely driven by a strong demand from mainline channels.
'In Q1 2025, Vivo further strengthened its leadership in India's smartphone market, recording 9% YoY growth and marking its third consecutive quarter at the top. This performance was largely driven by strong traction for its sub-₹15,000 offerings, particularly the Y29 5G and T4x models,' said Shubham Singh, a research analyst with Counterpoint.
He added that Samsung climbed to the second spot in the quarter, supported by multiple launches across price segments that helped drive momentum. 'The S series performed well, reaching its highest-ever share within Samsung's premium portfolio, driven by the S25 ultra series,' Singh said.
By contrast, Xiaomi saw a decline in shipments in the quarter primarily due to higher inventory level. 'Despite launching the Redmi Note 14 series, Redmi 14C 5G and A4 5G, these models witnessed lower-than-expected consumer traction. This prompted the brand to adopt a more cautious approach, focusing on stock clearance,' said Singh.
As per a recent report from market tracker Canalys, Xiaomi's shipments (including sub-brand Poco) in India fell by 38% year-on-year to just 4 million units in Q1 2025, compared to 6.4 million units in Q1 2024, as early Note 14 series launch saw a lukewarm response due to elevated inventory and cautious channel sentiment, although the Redmi 14C 5G helped maintain momentum in the affordable segment.
MediaTek led India's smartphone chipset market with a 45% share, followed by Qualcomm at 32%, Counterpoint found.
5G smartphones
captured a record-high share of 87% in total shipments in Q1 2025, as per Counterpoint. The sub-₹10,000 segment witnessed an exponential surge in 5G adoption, with its four-digit annual growth highlighting the accelerated diffusion of 5G into the mass-market entry-level segment.
Offline channels remained strong during the quarter, accounting for 65% of the overall market. 'Brands ramped up in-store promotions and regional outreach, especially in Tier 2 and Tier 3 cities. The online share was steady at 35%,' Counterpoint said in the report.
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Tier-2 & beyond markets may drive smartphone sales in India this year
Counterpoint expects India's smartphone market to grow at a low single-digit rate this year, driven by a favorable economic outlook and increasing global interest in Indian manufacturing.
'Lower tariffs compared to China and Vietnam are positioning 'Made in India' devices as a more cost-effective option for US importers, while the potential for enhanced bilateral trade between the US and India could further strengthen the country's appeal as a global smartphone manufacturing hub,' the research firm said.
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