According to a shocking report, despite the start of the festive season, there has been a substantial decline in smartphone shipments in India. Data from a market research firm indicates that smartphone shipments in India from July to September 2026 decreased by 26% compared to the same period last year, totaling 35.8 million units.
This July-September shipment level is the lowest since 2016, meaning that smartphone shipments during this period have been the lowest in nearly ten years.
Several factors are contributing to the decline in shipments. Rising phone prices and consumers' more cautious approach to spending have affected demand for new devices. Many users prefer to continue using their old phones rather than purchasing new ones.
Furthermore, because Diwali fell later this year, sellers ordered more phone stock for October instead of September, which is typically reserved for the holidays. Companies also shipped fewer phones for online sales compared to previous periods, which reflected in the July-September figures.
Amid this downturn, Samsung secured the top spot in the Indian smartphone market. From July to September, Samsung shipped 6.7 million phones, regaining its leadership position after approximately two and a half years.
Vivo took second place with shipments of 6.4 million units, although its shipments dropped by 34% compared to last year. OPPO ranked third with 4.9 million units, and Xiaomi was fourth with 4.7 million units. Apple also entered the top five, shipping 3.9 million units.
The report also points to a reduction in the share of Chinese companies in the Indian smartphone market: it decreased from 75% to approximately 68% over the year. Samsung and Apple managed to capitalize on the advantages of their premium models, exchange offers, and EMI installment plans.
According to the report, the Indian smartphone market may also see a moderate decline in 2027. Consequently, companies will need to provide customers with a compelling reason to purchase new devices. Improved features, affordable pricing, and useful artificial intelligence functions could play a decisive role in this.