According to a report from Kuaikeji on October 19, the latest data from market research firm Omdia reveals that smartphone shipments in India reached approximately 35.8 million units in the third quarter of 2026, representing a substantial year-on-year decrease of 26%. This marks the lowest third-quarter shipment volume since 2016, underscoring a significant downturn in the market.

Despite the onset of traditional festival promotional seasons in India, the smartphone market continues to exhibit a downward trajectory.

Omdia highlighted that escalating smartphone prices and cautious consumer spending have dampened demand for device upgrades, compelling manufacturers to adopt more conservative inventory management strategies.

Simultaneously, the sluggish performance of online channel shipments, combined with the later occurrence of this year’s Diwali festival in India—which postponed some offline channel holiday stocking demand from September to October—further intensified the market’s decline in the third quarter.

In terms of market rankings, Samsung reclaimed the leading position in India’s smartphone market with 6.7 million units shipped, marking its first return to the top spot since the first quarter of 2024.

vivo secured the second position with 6.4 million units shipped, followed by OPPO with 4.9 million units, Xiaomi with 4.7 million units, and Apple with 3.9 million units.

Omdia analysts noted that the Indian smartphone market is undergoing transformation, with the previous strategy of driving shipments through online channels and festival promotions now facing significant challenges.

With fewer online-exclusive new product launches, a constrained supply of low-priced models, and a diminishing gap in promotional offers between online and offline channels, the online channel advantages previously accrued by Chinese smartphone manufacturers have diminished.

Conversely, Samsung and Apple have further strengthened their market positions through their premium product portfolios, strategic channel partnerships, and promotional initiatives such as trade-in programs and installment payment plans.

Looking ahead, Omdia anticipates that smartphone shipments in India may continue to experience a modest single-digit percentage decline in 2027, with upward pressure on phone prices expected to persist at least through the first half of the year.