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India’s smartphone market recorded a sharp decline in the third quarter of 2026. According to an Omdia report covered by GSMArena.com, shipments fell 26 percent from the same period last year to 35.8 million units. This marked the lowest third-quarter shipment level since 2016, even though the period included the start of the festive season.
Prices weigh on demand
Omdia attributed the market weakness to rising prices and consumers’ caution in spending money. Price pressures also affected inventory management across distribution channels, meaning the impact was felt not only by buyers but also by retailers and manufacturers.
These conditions changed the competitive landscape among brands. The combined market share of Chinese brands fell to around 68 percent from 75 percent in the same quarter a year earlier. At the same time, Samsung and Apple strengthened their positions in the Indian market.
Samsung regains the lead
Samsung reclaimed first place for the first time since the first quarter of 2024. The company shipped 6.7 million units and held around 19 percent of the market. The Galaxy A07, Galaxy A17, and Galaxy A27 were its best-selling products, while the Galaxy S26 series, its latest foldable devices, and the Galaxy S26 FE also supported the result.
vivo fell to second place with shipments of 6.4 million units. The figure declined 34 percent year over year, marking the steepest drop among the top five brands. Repeated price increases were said to have disrupted distributors’ inventory planning, while limited supplies of entry-level devices weakened vivo’s competitiveness. Its shipments were primarily supported by the Y11 5G and Y21 5G, as well as the return of the S series led by the S2.
Oppo, Xiaomi, and Apple
Oppo ranked third with 4.9 million units, down 24 percent. Price increases and retailers’ caution in adding inventory weighed on the A series, its main product line. In the higher-end segment, the Reno16 supported Oppo’s premium strategy through camera differentiation and financing offers.
Xiaomi placed fourth with 4.7 million units, a decline of 28 percent. Rising component costs were seen as weakening the pricing advantage that had long been one of its main attractions. The Redmi 15A and Redmi A7 were the primary contributors, while the Redmi Note 17 series, Poco X8, and Poco X8 Power contributed to its higher-value portfolio.
Apple completed the top five with shipments of 3.9 million units. Its performance was supported by additional inventory across distribution channels ahead of anticipated price increases, along with sustained demand for the base iPhone 17 and the iPhone 16 in the absence of a new base iPhone 18. The launch of the iPhone 18 Pro and iPhone 18 Pro Max late in the quarter also gained momentum through bank cashback offers, trade-in bonuses, and interest-free installment plans.
Market expected to remain weak
Omdia expects India’s smartphone market to contract again by a low single-digit percentage in 2027. Price pressures are expected to persist at least through the first half of the year, meaning manufacturers will continue to face challenges in sustaining demand and product competitiveness.
Amid these pressures, artificial intelligence capabilities could become a key differentiator. Nearly four in ten people in India were said to be willing to pay more for a phone if the device offered useful AI capabilities. This finding could encourage manufacturers to highlight AI features as part of their next product strategies.
