Vivo overtakes Samsung as India’s 2nd largest smartphone brand; The topper is…

Samsung has fallen behind in the latest smartphone rankings. Here’s who now dominates the Indian market and why.

India’s smartphone market recorded its strongest growth in five years during the third quarter of 2025 (3Q25), according to the International Data Corporation (IDC). Shipments increased by 4.3 per cent year-on-year to almost 48 million units, due to strong demand for premium smartphones and successful festive sales. However, weaker sales of budget models and higher average prices slowed overall momentum.

Vivo has overtaken Samsung in India’s top smartphone rankings. (Vivo)

By MD Ijaj Khan

Ijaj Khan is a technology journalist and Senior Content Producer at Hindustan Times, with over three years of experience covering the consumer technology industry. His work spans smartphones, laptops, wearables, gaming, appliances and AI - from hands-on reviews, comparison and buying guides to breaking news and in-depth features that help readers cut through the noise and make informed decisions. Before joining HT Tech, he worked with Jagran New Media, where he sharpened his instincts for fast-paced digital reporting. He holds a Post Graduate Diploma in English Journalism and Mass Communication from the Indian Institute of Mass Communication (IIMC), Delhi. Whether he's testing the latest flagship smartphone, tracking a major AI announcement, or putting a gaming laptop through its paces, Ijaj approaches every story with the same goal - making technology feel relevant and easy to understand for everyday users, not just enthusiasts. When he's not in front of a screen for work, he's usually travelling to a new city, hunting for great food, or keeping tabs on what's next in tech before everyone else catches on.

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Vivo Overtakes Samsung

Samsung, which held the second position in India’s smartphone rankings last year, has now slipped to third place. IDC data shows Vivo leading with an 18.3 percent market share, followed by Oppo at 13.9 percent. Samsung came third with 12.6 per cent, which is a slight improvement on 12.3 per cent in Q3 2024, but it is losing ground to competitors that are growing faster.

Apple climbed to fourth with a 10.4 percent share, up from 8.6 percent a year earlier, its highest ever in India. The company's year-on-year growth of 25.6 percent underlines the growth of the premium market.

Apple Tops Premium Segment, Samsung Leads Mid-Premium

In the super-premium segment (priced above Rs. 70,000), Samsung lost its top position to Apple in Q3 2025. The South Korean company now ranks second in this price band. However, it continues to lead the mid-premium segment (Rs. 20,000 to 40,000), where it saw steady demand for mid-range models.

Other brands saw mixed results. Motorola grew the fastest with a 52.4 percent year-over-year increase and has reached an 8.3 percent market share. Meanwhile, there were declines for Realme, Xiaomi and OnePlus, in line with a slowdown in the entry-level and budget categories.

What Lies Ahead

With no major Samsung launches planned in the next few months, the company may find it challenging to recover its lost position soon. The report suggests that Indian buyers are increasingly favouring feature-rich and premium models, a trend likely to continue into 2026.