India smartphone shipments fell 26 per cent year-on-year to 35.8 million units in the third quarter of 2026, while Samsung regained the top position in the market, according to research firm Omdia.
The decline was driven by higher smartphone prices, cautious consumer spending and weaker replacement demand, prompting vendors to adopt more conservative inventory strategies, the report said on Monday.
A slowdown in online-focused shipments and the later timing of Diwali also weighed on volumes. A significant portion of festive inventory build-up shifted from September to October.
Samsung regains top position in India’s smartphone market
Samsung shipped 6.7 million units during the quarter, reclaiming the top position for the first time since the first quarter of 2024.
Demand for its Galaxy A07, A17 and A27 models supported shipments. The Galaxy S26 series, foldable devices and S26 FE also strengthened its premium portfolio.
Cashback schemes, exchange benefits and extended financing plans helped support consumer upgrades.
Apple recorded shipments of 3.9 million units, rounding out the top five. Dealer stocking ahead of anticipated price increases and demand for the iPhone 17 and iPhone 16 models supported its performance. Cashback offers, exchange programmes and no-cost financing schemes also helped sales.
Vivo, Oppo and Xiaomi see shipment declines
Vivo shipped 6.4 million units, down 34 per cent year-on-year, marking the steepest decline among the top five brands.
Omdia attributed the fall to repeated price increases, inventory planning disruptions and constrained supplies in the entry-level segment.
Oppo’s shipments declined 24 per cent to 4.9 million units, while Xiaomi recorded a 28 per cent drop to 4.7 million units.
Rising component costs affected pricing strategies and weakened the value propositions of key product categories for both brands, the report said.
Chinese smartphone makers also lost market share collectively. Their combined share fell to around 68 per cent in the third quarter from 75 per cent a year earlier.
Online-led festive sales lose momentum
Omdia said the quarter highlighted a shift in India’s smartphone market, with festive-season growth increasingly driven by distribution channels rather than large online sales events.
“India’s smartphone market is shifting from online-led shipment expansion during the festive period to more selective, channel-driven growth, challenging vendors’ traditional volume strategies,” said Sanyam Chaurasia, principal analyst at Omdia.
The research firm cited fewer online-exclusive launches, limited affordable models and narrowing promotional differences as factors reducing the appeal of online channels during the festive period.
India smartphone market may contract further in 2027
Omdia expects India’s domestic smartphone market to contract by a further low-single-digit percentage in 2027, following a difficult 2026.
Rising prices and longer device replacement cycles are expected to remain challenges for vendors.
The latest figures point to mounting pressure on shipment volumes as consumers become more cautious about upgrades and smartphone makers adjust pricing and inventory strategies.
