India's smartphone shipments declined 10% year-on-year in the June quarter, the sharpest quarterly drop since the January-March period of 2023, according to Counterpoint Research. The decline was driven by record-high memory prices and weak consumer demand in the mass-market segment, which saw a 45% plunge in sales of devices priced below Rs 15,000.
Mass-Market Collapse
The impact was most severe in the entry- and mid-tier segments. Sales of smartphones priced below Rs 15,000 plunged 45% from a year earlier, dragging down overall volumes. Chinese brands, which are heavily reliant on affordable devices, saw their combined market share fall to its lowest level for an April-June quarter since 2020, Counterpoint reported. Repeated price increases across affordable portfolios weakened consumer demand, with brands like Xiaomi (including Poco) and Realme both recording sales declines.
Brand Performance
| Brand | Market Share (Q2 2026) | YoY Change |
|---|---|---|
| Vivo | 17.8% | Double-digit decline |
| Oppo | 13.6% | Stable (relied on >Rs 20k devices) |
| Xiaomi (incl. Poco) | 13.4% | Decline |
| Realme | 10% | Decline |
| Samsung | 17.6% | +2% growth |
| Apple | 7% | -3% decline |
Samsung was the only top-five brand to register shipment growth, rising 2% year-on-year to narrow the gap with Vivo, which retained the top position with a 17.8% share despite a double-digit decline. Oppo held third place with 13.6%, relying on stronger demand for devices priced above Rs 20,000 to cushion the slowdown. Apple's shipments declined 3% year-on-year, with a 7% market share, as strong demand for the iPhone 17 series was offset by supply constraints and inventory shortages across channels.
"As most Chinese brands are heavily exposed to the entry- and mid-tier segments, their overall market share fell to its lowest level for a second calendar quarter since 2020," said Prachir Singh, senior analyst at Counterpoint Research.
Memory Price Impact
The research firm attributed the slowdown to record-high memory prices, which have forced manufacturers to raise smartphone prices multiple times this year. Smartphone memory prices have risen nearly four-fold since September 2025, sharply increasing manufacturing costs and forcing brands to pass on higher prices to consumers. Average smartphone prices increased about 15% by the end of the June quarter, while inflationary pressures and weak discretionary spending prompted consumers to delay upgrades.
To offset the slowdown, several brands have expanded their 4G portfolios in the affordable segment, betting that value-conscious buyers are prioritising lower prices over 5G connectivity until component costs ease.
Premium Resilience
The weakness at the lower end contrasted with continued resilience in the premium market. Smartphones priced above Rs 45,000 remained relatively stable as financing schemes, including NBFC and credit card EMIs, reduced the upfront cost of expensive devices. Counterpoint said financing accounted for more than half of mainline smartphone sales during the quarter.
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