Vivo Emerges As Top Brand As Indian Smartphone Market Reaches Five-Year High, OnePlus Drops to Lowest Position

Vivo has emerged as the top brand as India’s smartphone market hits a five-year high in the festive third quarter of 2025, while OnePlus slips to its lowest position amid a premium-led surge that reshaped vendor rankings and channel dynamics.​ According to the latest report from the International Data Corporation (IDC), Oppo, Samsung, Apple, and Realme joined Vivo to secure the top five positions on the list. Once a leader, OnePlus, however, plunged to the lowest rank with the biggest decline in market share during the September quarter.

Market hits five-year high

1. India’s smartphone market grew 4.3% year-over-year to 48 million units in Q3 2025, marking the highest festive-quarter volumes in five years as premium demand offset weakness in the mass market.​
2. Average selling prices climbed to a record US$294, up 13.7% YoY, reflecting a pronounced shift toward higher-spec and premium devices during the season.​

Premium demand drives shifts

1. Robust growth in the $600–$800 and $800+ tiers, up 43.3% and 52.9% YoY, respectively, highlighted consumers’ move to premium, aided by discounts, trade-ins, cashbacks, and bank offers across channels.​
2. Apple recorded its best-ever quarter in India with 5 million units and secured fourth place for the first time, led by iPhone 16 as the most-shipped model overall and strong debuts for iPhone 17 series and iPhone Air.​

Winners and losers

1. Vivo retained the #1 spot for the seventh straight quarter with a balanced online–offline portfolio spanning multiple price bands, consolidating leadership during the festive cycle.​
2. Oppo overtook Samsung to take second place on the back of aggressive offline initiatives and trade schemes, while Motorola posted the fastest YoY growth among the top brands at 52.4%.​

OnePlus slides to the lowest rank

1. With Samsung ceding the #2 spot to Oppo and Apple breaking into the top four on record shipments, OnePlus fell to its lowest position in recent quarters as competition intensified in the mid-premium and premium tiers it targets.​
2. Discount-led pushes for previous-generation Apple and Samsung flagships on e-commerce platforms, coupled with offline-heavy schemes by rivals, squeezed OnePlus’s share despite the broader premium upswing.​

Price-segment dynamics

1. Entry-level (sub-$100) shipments jumped 35.3% YoY to 16% share, led by Xiaomi, Realme, and Vivo, even as overall ASPs rose, indicating selective buoyancy at the very low end.​
2. Mass-budget ($100–$200) shrank to 40% share with an 8.8% YoY decline, while entry-premium ($200–$400) also fell to 26% share; Motorola’s Edge 60 Fusion led the latter band.​

Mid and premium tiers

1. Mid-premium ($400–$600) rose to 4% share, with Samsung on top; Galaxy S24 contributed nearly one-quarter of shipments in this range due to steep online discounting.​
2. In super-premium ($800+), Apple reclaimed leadership with 66% share versus Samsung’s 31%, propelled by iPhone 16, 16 Pro, and sustained demand for recent flagships; Galaxy Z Fold7 and Galaxy S25 Ultra also featured prominently.

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