MC EXCLUSIVE Thinner discounts, higher prices: smartphone buyers face fresh squeeze in 2026

Smartphones

• Smartphone prices in India up 5–21% since mid-November; more hikes expected.
• Samsung, Vivo, Oppo, Nothing hike prices in the new year, reduce promotions
• Higher component costs and a weaker rupee have led to the hike across segments

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Smartphone buyers enter 2026 facing thinner discounts and higher prices. After the Diwali sales in 2025, Chinese and Korean smartphone makers have again gone for hike in the new year and the trend is expected to persist at least until April, say industry sources and retailers.

Average smartphone prices have climbed 5–21 percent since mid-November across price segments and could edge even higher by April if component costs remain elevated and the rupee continues to weaken, market watchers say.

The sub-Rs 20,000 segment, where even modest increase can quickly dampen demand, could be the hardest hit, they warn.

The momentum has carried into the new year, as mounting cost pressures — from currency volatility and rising RAM and ROM prices to tighter chipset availability — are being passed on to consumers.

Ringing in 2026 with higher prices

Samsung, Vivo and Nothing have raised prices in the new year.

South Korean major Samsung has revised prices across several Galaxy A-series and F-series smartphones, effective January 5, with increases ranging from Rs 1,000 to Rs 2,000, according to pricing documents reviewed by Moneycontrol.

The steepest hikes of Rs 2,000 is for the Galaxy A56 range, while the Galaxy A36 lineup prices are up Rs 1,500. Entry-level 5G models in the Galaxy F17 series have seen a relatively smaller increase of Rs 1,000, pointing to a calibrated rather than blanket price revision.

Under the revised maximum operating prices (MOP), the Galaxy A56 5G (8GB/128GB) is now priced at Rs 40,999, up from Rs 38,999. The 8GB/256GB and 12GB/256GB variants are now priced at Rs 43,999 and Rs 46,999, respectively. The Galaxy A36 5G range now starts at Rs 32,499 for the 8GB/128GB variant and goes up to Rs 38,499 for the 12GB/256GB version.

The Galaxy F17 5G (4GB/128GB) and (6GB/128GB) models now retail at Rs 15,499 and Rs 16,999.

Beyond headline price hikes, Samsung has also tightened promotional support on its premium portfolio by withdrawing higher upgrade offers on devices such as the Galaxy S25 FE, S25, and the Fold & Flip 7 series.

“Due to the removal of higher upgrade offers and the introduction of lower UPI-based cashback schemes, there is an effective difference of Rs 5,000 for consumers. This means that even without any change in MOP, these products are effectively Rs 5,000 more expensive than yesterday,” a retailer told Moneycontrol on condition of anonymity.

Another retailer said Samsung’s “Upgrade” programme had been a long-standing pain point for sellers, who had been pressing for its removal.

Retail sources said rising memory prices have forced Samsung to discontinue the programme instead of further increasing MOPs.

The company has also widened the gap between dealer price (DP) and MOP by 1 percent for A-series smartphones priced above Rs 10,000.

MOP refers to the price at which a product is sold to consumers after accounting for discounts and promotions and serves as a benchmark to ensure uniform pricing and fair competition across retail channels.

Hike across segments

Market leader Vivo has also started 2026 with a price hike. The Vivo Y31’s MOP has been raised from Rs 14,999 to Rs 16,999 for the 4GB RAM+128GB variant, while the 6GB RAM+128GB version now costs Rs 18,499, up from Rs 16,499.

The Y31 Pro’s 8GB RAM+128GB variant is now priced at Rs 19,999, up from Rs 18,999, while the 8GB RAM+256GB version now costs Rs 21,999, compared with Rs 20,999 earlier.

British consumer tech brand Nothing also revised prices from January 1. In a note to retail partners, the company said the price of the Phone (3a) Lite has been increased, with the 8GB RAM+128GB variant now priced at Rs 21,999, up from Rs 20,999, and the 8GB RAM+256GB version selling at Rs 23,999, compared with Rs 22,999 earlier.

“Dear Partner, this is to inform you that the price of Nothing Phone (3a) Lite will be revised effective 1st January 2026. Hence, all billing will be done as per the revised pricing from the effective date,” the company said in its communication to retailers.

Oppo, which has already raised prices by around Rs 2,000 across its mid-range and premium portfolio, is expected to launch its latest Reno15 series at higher price points than Reno14 series.

Queries sent to Samsung, Vivo, Oppo, and Nothing didn’t elicit any response.

Chinese handset makers Oppo, Vivo, Xiaomi, Realme and Motorola, along with Samsung, had raised prices of several popular models in the November–December period.

Apple has also pared bank cashback offers on its new iPhone 17 series, cutting benefits from Rs 6,000 to just Rs 1,000, effectively making the latest models significantly more expensive for Indian buyers.

Tarun Pathak, Research Director at Counterpoint Research, had told Moneycontrol that rising component costs are reshaping handset makers’ strategies, pushing brands to increasingly prioritise premium segments to protect margins.