Despite cost pressures, Vivo sees strong upgrade momentum in premium segment; launches flagship X300 series

Despite cost pressures, Vivo sees strong upgrade momentum in premium segment; launches flagship X300 series

India’s top smartphone brand Vivo is doubling down on the premium segment with the launch of its X300 series, asserting that rising component costs and industry-wide price hikes will not dent demand in the high-end market dominated by Apple and Samsung. The company says the premium buyer is increasingly driven by value, experience and long-term usability rather than sticker shock.

The Chinese brand, which has already posted nearly 2× volume growth in its premium X-series this year, believes 2025 will be a pivotal year as it expands its line-up and brings advanced imaging features and its new OriginOS software to India.

“This journey toward premium is not something we started suddenly,” a Vivo spokesperson told Moneycontrol. “We have been steadily evolving the X-series for years — from X50, X60, X70 to X80 and now X300. Our commitment to the Indian consumer is what’s driving this transformation.”

A Wider Line-Up to Capture Emerging Premium Segments

Vivo has broadened the X-series portfolio to meet fast-evolving consumer expectations, especially from younger users seeking flagship-grade photography at more accessible prices.

“We have added more SKUs to offer greater attractiveness,” the spokesperson said. “It’s about how we connect with young consumers through X200 and X200 FE, how we connect with super-premium elite users with the X Fold, and how we serve premium photography consumers with devices like the X200 Pro.”

Camera-Led Premium Push

Imaging remains the centrepiece of Vivo’s premium strategy. With the X300 series, the brand is doubling down on scenario-based photography—from street and travel-oriented features for younger buyers to nature and wildlife-focused capabilities for advanced users.

The X300 line-up will also debut the Telephoto Extender Kit for both the standard and Pro variants. “This is something that elevates the entire premium smartphone photography experience,” the spokesperson said. “Consumers in India are now on their third to fifth smartphone. Smartphones have moved from being utility-driven to identity-driven.”

Vivo led India’s smartphone market by volume in the July–September 2025 quarter with a 20% share, buoyed by its extensive offline presence and the continued success of its mid-tier T-series, according to Counterpoint Research. Including its sub-brand iQOO, Vivo commanded 24% of total smartphone shipments during the period.

Its mid-to-premium V series and premium X series also strengthened its position in the value segment, where the company captured 14% market share—ranking just behind Apple at 28% and Samsung at 23% in Q3 2025.

“For brands like Vivo, the focus is largely on user acquisition. It’s unlikely they’ll be able to pull users away from Apple or Samsung in any meaningful way; the opportunity is really with a small set of power users who want an alternative to Samsung,” Tarun Pathak, research director at Counterpoint told Moneycontrol. "Our surveys show Vivo has begun gaining strong mindshare, which is now translating into actual purchases. So Vivo is definitely better placed than other Chinese brands.”

For Vivo, he said, "This is more about showing they have the technology to operate in that premium space, and building a premium brand takes time. The Rs 45,000 to Rs 70,000 band is the sweet spot for them."

Pathak pointed out that Vivo’s compact X200 FE and OnePlus’ 13s have performed well in that range, where users tend to switch between brands and compete directly with Samsung and Apple’s L1 lineup. “Some customers prefer a new model from another brand rather than opting for an older Samsung phone. But beyond that upper limit, it becomes difficult.”

Vivo is also rolling out OriginOS in India, starting with the X300 series. The operating system emphasises smoothness, personalisation and AI-enhanced efficiency, with a phased rollout planned for select V-series and X-series models.

Price Hikes Won’t Hurt Premium Demand

While the company acknowledges the pressure from rising component prices and memory shortages, it believes premium customers remain resilient.

“Premium consumers are moving from a purely price-sensitive mindset to a value-sensitive one,” the spokesperson said. “If the product meets their expectations, they explore other levers as well.”

Despite macroeconomic uncertainties, Vivo remains bullish. “The market is still promising. There are many consumers who want to experience premium devices,” the spokesperson added, noting that all upcoming X-series devices will be locally manufactured in India.