INDIA, 12 May 2025 – According to International Data Corporation ’s (IDC) Worldwide Quarterly Mobile Phone Tracker, India’s smartphone market shipped 32 million smartphones in 1Q25, with a 5.5% decline YoY (year-over-year), making it the second consecutive quarter of decline in shipments. Weak consumer demand and surplus inventory from the previous quarter continue to pose challenges.
Apple registered the highest YoY growth of 23% amongst the Top 5 brands, shipping a first-quarter record of three million units in 1Q25. iPhone 16 was the highest shipped model, accounting for 4% of overall India shipments during the quarter.
“The first two months of the year saw fewer launches with brands focusing on offering retail support, discounts and price drops on older models to clear inventory. However, new launches picked up in March across price segments with enhanced marketing activities to drive demand,” said Aditya Rampal, senior market analyst, Devices Research, IDC Asia Pacific.
Key Highlights for 1Q25:
ASPs (average selling price) reached a record of US$274 in 1Q25, growing by 4% YoY. The mass-budget (US$100 29 million 5G smartphones were shipped in the quarter. The share of 5G smartphone shipments increased to 88%, up from 69% in 1Q24, with ASPs declining by 11% YoY to US$300. Within 5G, the share of the low-end (sub- US$100) segment reached 7% led by affordable new launches, while 45% of the shipments were still within the mass budget segment of (US$100 Qualcomm-based shipments grew by 40.8% YoY, at 31.8% share, led by affordable offerings like Xiaomi’s Redmi 14C, while MediaTek’s share declined to 43.6% from 55.3% on a shipment decline of 25.5% YoY in 1Q25. Shipments to offline channels grew by 10% YoY and share increased to 58.1%, while online channel shipments declined by 21.1% in 1Q25. The share of online channels dropped to 41.9%, the lowest since 3Q19. This was the result of an ongoing omnichannel strategy by almost all brands, spreading footprints into smaller towns/cities, offering attractive channel margins and support, which should remain in the upcoming quarters as well. vivo continued to lead in the offline channel, followed by OPPO and Samsung. Within the online channel, Samsung and Motorola held the first and second slot respectively, while realme went up to the third slot compared to previous quarter. Overall, the top 3 brands remained unchanged compared to the last quarter, while realme surpassed Xiaomi for the fourth slot, driven by its affordable new launches spread across 14 series, Narzo 80 series and P3 series. Nothing registered the highest growth overall, followed by Google and Motorola in 1Q25. IDC estimates a low single-digit growth in 2025 in terms of shipments, as ASPs continue to rise, leading to a mid-single digit value growth annually. Key focus areas for brands include an effective offline strategy to increase the breadth of distribution while sustaining online momentum, multiple microfinancing options to drive affordability, offerings in the entry-premium segment (US$200 “To mitigate potential cost increases arising from geopolitical uncertainties, vendors globally will be eyeing India as a preferred manufacturing destination. This will require efforts to scale up local manufacturing, especially by India-based contract manufacturers, ensuring India to evolve as a global manufacturing hub,” says Upasana Joshi, senior research manager, Devices Research, IDC Asia Pacific. Note: Chart/table shows data by IDC’s Brand field. Company ranking may differ where Companies own more than one Brand. Figures are rounded to the first decimal point. -Ends- For more information about IDC’s tracker products and research services, please contact Upasana Joshi at ujoshi@idc.com. You can also follow IDC India’s Twitter and LinkedIn pages for regular updates. About IDC Trackers IDC Tracker products provide accurate and timely market size, company share, and forecasts for hundreds of technology markets from more than 100 countries around the globe. Using proprietary tools and research processes, IDC’s Trackers are updated on a semiannual, quarterly, and monthly basis. Tracker results are delivered to clients in user-friendly Excel deliverables and on-line query tools. Click here to learn about IDC’s full suite of data products and how you can leverage them to grow your business. About IDC International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology, IT benchmarking and sourcing, and industry opportunities and trends in over 110 countries. IDC’s analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a wholly owned subsidiary of International Data Group (IDG), the world’s leading tech media, data, and marketing services company. To learn more about IDC, please visit idc.com/ap. Follow IDC on Twitter at @IDC and LinkedIn. Subscribe to the IDC Blog for industry news and insights. All product and company names may be trademarks or registered trademarks of their respective holders.
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