Devices & Platforms

India smartphone shipments fall 26% to lowest third-quarter level in a decade

India smartphone shipments fall 26% to lowest third-quarter level in a decade

India’s smartphone shipments fell 26% year on year to 35.8 million units in the third quarter of 2026, their lowest level for the period since 2016, as higher prices and cautious consumer spending weakened replacement demand despite the start of the festive season.

According to research firm Omdia, the later timing of Diwali shifted much of the offline channel’s festive inventory build-up from September into October, contributing to the quarterly decline. Weaker shipments through online-focused channels also weighed on the market, prompting vendors to take a more cautious approach to inventory.

Samsung regained the top spot for the first time since the first quarter of 2024, shipping 6.7 million units. Its Galaxy A07, A17 and A27 models supported volumes, while its Galaxy S26 series, new Z foldables and S26 FE strengthened its higher-end offering.
Cashback, trade-in benefits and longer-term financing also supported upgrades.

Vivo fell to second place with 6.4 million units, down 34% year on year, the sharpest decline among the top five vendors. Repeated price increases disrupted channel planning, while constrained supplies of entry-level devices weakened its competitiveness. The Y11 5G and Y21 5G supported shipments, alongside the returning S-series.

Oppo ranked third with 4.9 million units, down 24%, as higher prices and cautious retailer stocking weighed on its A-series. The Reno16 series helped support its move towards higher-priced devices.

Xiaomi shipped 4.7 million units, down 28%, placing fourth. Rising component costs forced trade-offs in pricing and memory and storage configurations, weakening its traditional value proposition. The Redmi 15A and A7 supported volumes, while the Redmi Note 17 series and POCO X8 models contributed to its higher-end portfolio.

Apple completed the top five with 3.9 million units. Channel stocking ahead of anticipated price increases and continued demand for the base iPhone 17 and iPhone 16 models supported shipments. The late-quarter launch of the iPhone 18 Pro and Pro Max also gained momentum, aided by cashback, trade-in bonuses and interest-free instalment plans.

Omdia principal analyst Sanyam Chaurasia said the market was moving away from online-led festive shipment growth towards more selective, channel-driven demand. Fewer exclusive launches, limited affordable models and smaller differences between promotional offers weakened the online channel’s traditional advantage during the festive period.

Chinese manufacturers were particularly affected, with their combined market share falling to around 68% in the third quarter from 75% a year earlier. Samsung and Apple gained ground through their premium portfolios, established distribution networks and structured upgrade programmes, Omdia said.

The research firm expects India’s smartphone market to contract by a further low-single-digit percentage in 2027, following a difficult 2026. Higher prices and longer device replacement cycles are likely to continue weighing on demand, with pricing pressures expected to persist through at least the first half of next year.



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