According to a report by CyberMedia Research (CMR), smartphones supporting 5G technology made up 89 per cent of total shipments in the July-September quarter (Q3) of 2025, supported by the launch of mass-market 5G models by handset manufacturers. Vivo led the 5G smartphone segment with an 18 per cent share, followed by Samsung at 16 per cent.
CMR indicated that overall smartphone shipments in India increased by 7 per cent year-on-year (YoY) during the September 2025 quarter, driven by festive season demand, faster 5G adoption, and an increased premium device focus from Apple, Vivo and Motorola. Counterpoint Research estimated the year-on-year growth at 5 per cent, while Omdia (formerly Canalys) previously reported 3 per cent YoY growth, bringing shipments to 48.4 million units.
Further, In the total smartphone market, Vivo (18 per cent) maintained its lead, followed by Samsung (15 per cent), Oppo (13 per cent), Xiaomi (13 per cent), and Apple (9 per cent), according to CMR. Apple entered the top five smartphone brands in India for the first time. Older generation iPhone models, including the iPhone 16 and iPhone 15 series, accounted for 82 per cent of Apple’s shipments during the quarter, while the iPhone 17 series and iPhone 16e each contributed 8 per cent.
CMR noted that Lava was among the top two fastest-growing brands, on a sequential basis, in the overall smartphone market. In the sub-Rs 10,000 price segment, the brand recorded a 114 per cent YoY shipment growth, making it the fastest-growing player in that category.
For the calendar year 2025, CMR expects moderate, single-digit shipment growth in the Indian smartphone market, led by continued 5G upgrades, increasing premiumisation, and rising demand for connected device ecosystems.
Meanwhile, in Q3 2025, the 2G feature phone category declined 14 per cent YoY, while 4G feature phones saw a sharper 24 per cent YoY decline, according to the report. Despite holding leading positions, both Itel and Lava saw shipment declines of 14 per cent and 16 per cent respectively, as competition increased from emerging players such as HMD, Karbonn, and chinese original equipment manufacturers.
