According to data from the International Data Corporation (IDC), India’s smartphone market recorded a sharp decline in shipments in the first quarter (Q1) of 2026 compared to the same period last year. Original equipment manufacturers (OEMs) had reportedly front-loaded shipments in anticipation of rising smartphone prices driven by an artificial intelligence (AI) fuelled shortage of memory and storage components, but this was met with subdued consumer demand. Vivo retained the top position among brands, followed by Samsung.
According to IDC’s Worldwide Quarterly Mobile Phone Tracker, India recorded 31 million smartphone shipments in Q1 2026, a decline of 4.1 per cent year-on-year (YoY). IDC attributed this partly to brands building up inventory ahead of expected price increases stemming from higher manufacturing costs.
Consumer sentiment remained weak due to a post-festive slowdown, as most purchases are concentrated during the festive season when limited-period discounts are available. Rising smartphone prices further dampened spending, IDC noted.
Despite the fall in shipment volumes, the total value of handsets shipped grew by 5.8 per cent in Q1 2026, reflecting a preference among Indian consumers for higher-priced devices over budget options. IDC described this as part of India’s ongoing shift from volume-led to value-driven growth. The average selling price of smartphones rose 10.4 per cent to $302.
IDC noted that this shift is being driven less by aspiration and more by necessity. While OEMs continue to rely on budget handsets, rising manufacturing costs are squeezing margins and reducing the viability of the lower end of the market.
On market share, Vivo led the rankings with 19.6 per cent, followed by Samsung at 17.1 per cent and Oppo at 15.3 per cent, the latter recording the highest YoY growth among the top brands at 22 per cent. The combined share of Xiaomi and Poco stood at 12.2 per cent, making it the fourth-largest brand grouping. Apple commanded a 9.4 per cent share and ranked fourth among individual brands, followed by Motorola at 8.9 per cent, which grew 14 per cent YoY. Realme took sixth place with an 8.8 per cent share, while iQOO and OnePlus rounded out the top ten with shares of 1.9 per cent and 1.7 per cent respectively.
