India Smartphone Shipments Fall 20% in Q3, Hit Decade Low Amid Price Hikes

India’s smartphone shipments fell 20% year-on-year in the July to September quarter, the weakest showing in ten years, according to Counterpoint Research. It comes on the heels of an earlier 26% drop, so the slump is far from a one-off. The main culprit is record-high memory prices, which have pushed up what phones cost to make and, in turn, what buyers have to pay. Many people are simply choosing not to buy.

Key Highlights

• Shipments fell 20% year-on-year in Q3, the lowest level in a decade
• Phones under INR 20,000 took the biggest hit, down 47% as prices climbed
• Samsung came out on top with a 17% share, helped by its Galaxy A series
• MediaTek stayed the leading chipset supplier at 45%
• Counterpoint expects the market to shrink further and prices to rise again in 2026

Market Performance and Key Brands

With demand soft, brands began trimming stock in stores even before the festive season kicked in. The budget segment felt it most. Phones priced under INR 20,000 (about $210) fell 47%, and the pain was sharpest below INR 15,000 ($158), where many shoppers chose to hold on to their old handsets for longer rather than upgrade.

Samsung climbed back to the number one spot for the first time in nine quarters, with a 17% share. Its Galaxy A series proved popular, and the company kept its price increases fairly modest. Vivo (not counting iQOO) came second with 16%, while Oppo took third with 12%, thanks to strong growth in models above INR 20,000. Xiaomi, including Poco, also held 12% and ranked fourth, and it led the INR 10,001–20,000 ($105–$210) band. The premium end had its bright spots too, with Oppo growing at triple-digit rates above INR 20,000.

Emerging Trends and Future Outlook