Indian smartphone shipments declined by 4% year-over-year to 37.2 million units in Q4 2024 as vendors recalibrated inventory levels following the festive season, according to the latest report by Canalys. Despite the dip, the premium segment saw strong value-driven growth, reflecting robust demand for higher-end devices.
For the first time, Apple entered the top five, shipping 4.0 million units, buoyed by aggressive promotions and strong festive demand.
China’s Vivo retained its top position in the Indian smartphone market, with 7.5 million units shipped, capturing a 20% market share. Xiaomi followed with 5.7 million units, while Samsung ranked third with 5.4 million. OPPO, excluding OnePlus, shipped 4.2 million units to take fourth place.
“Apple has broken into the top five in the Indian smartphone market for the first time,” noted Sanyam Chaurasia, Senior Analyst at Canalys. “This was achieved through a focus on driving upgrades, strengthening its ecosystem, and offering affordability programs like the ‘Buyback Program’ and the ‘iPhone for Life Program,’ which feature zero-interest EMI options.”
India’s smartphone market grew by 5% in 2024, reaching 155.9 million shipments. The growth was driven by a pandemic-era refresh cycle and increasing 5G adoption. Vendors launched numerous devices in higher price bands during the year's first three quarters. However, weaker mass-market demand during the festive season led to inventory pileups, prompting heavy discounts and channel incentives to clear stock.
“Q4 saw cautious vendor strategies as high inventory levels weighed on volume growth post-festivities,” said Chaurasia. “However, the premium segment continued to thrive, with strong demand for Samsung and Apple’s older models.”
The premium smartphone segment experienced steady growth, driven by strong interest in Samsung’s Galaxy S23 and S23 FE models and Apple’s iPhone 15 series. Aggressive channel-driven strategies such as trade-in offers, extended warranties, and zero prepayment schemes boosted sales.
Brands like Vivo and Oppo also maintained momentum by targeting specific market segments.
Canalys predicts modest single-digit growth for the Indian smartphone market in 2025 as the pandemic-driven replacement cycle winds down. In the mass market (sub-$200), demand in the $100–$200 price range will continue to be driven by 5G adoption. At the same time, the sub-$100 segment will face headwinds from macroeconomic pressures, competition from 4G feature phones, and a growing second-hand market.
“In the premium segment, brands face challenges despite ongoing premiumization trends,” Chaurasia noted. “High-end refurbished devices are gaining traction, urban consumers are retaining quality devices longer, and upgrade demand is increasingly channel-driven.”
To sustain growth in the premium segment, brands must focus on consumer education, invest in AI-driven localized use cases, and optimize retail channels to stimulate demand. Additionally, the expansion of affordable 5G devices in the sub-$100 segment will be critical to navigating market challenges.
With brands adopting diversified strategies and focusing on long-term ecosystem development, India’s smartphone market is set for a transformative but cautious growth trajectory in 2025.
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