Samsung Sees Drop in Q3 2025 Smartphone Shipments in India

Samsung has a solid presence in India’s smartphone market thanks to its wide range of Galaxy models across different price segments. However, the company failed to boost Q3 2025 performance in terms of shipments. While the refreshed Snapdragon-powered Galaxy S24 and newly introduced Galaxy S25 FE performed well, entry-level smartphones struggled to attract buyers.

Samsung shipped 6.8 million smartphones, market share drops in India

According to data from Omdia, Samsung secured the second spot in India’s smartphone market in Q3 2025, shipping 6.8 million units. The company saw 9% decline from 7.5 million units in the same quarter last year. As a result, the company’s market share in India dropped from 16% to 14%. The figures suggest that the Korean firm should strengthen its strategies to perform well in the coming quarters.

Meanwhile, Vivo (excluding iQOO) led the market, shipping 9.7 million smartphones in Q3 2025 and capturing a 20% market share. Thanks to the company’s balanced portfolio, aggressive retail programs, and solid promoter network, it saw a 19% annual growth. Its T series scaled online early in the festive period, while the V60 and Y-series sold well in rural retail channels.

Xiaomi came in third, while OPPO (excluding OnePlus) took fourth spot, with both vendors shipping 6.5 million units. Apple saw a big jump in Q3 2025 with 47% annual growth. It returned to the top five in India with shipments of 4.9 million units, securing a 10% share. Older iPhone 16 and 15 models sold well thanks to festive discounts, while the latest iPhone 17 base model gained traction.

Speaking of the overall Indian smartphone market, it grew 3% year-on-year (YoY) in Q3 2025. The modest growth came from new device launches in July and August. Shipments reached 48.4 million units, with vendors filling the channels with new stock ahead of the festive period. “With limited organic demand, 3Q’s momentum was largely sustained through incentive-led channel push rather than pure consumer recovery,” noted Sanyam Chaurasia, Principal Analyst at Omdia.