India’s smartphone market has taken a surprising turn in the third quarter of 2025. According to the latest IDC data, OPPO has overtaken Samsung to secure the second spot in overall shipments, capturing a 13.9% market share compared to Samsung’s 12.6%. Vivo retained its lead at 18.3%, while Xiaomi and Apple followed closely behind. The results mark a major realignment in India’s highly competitive smartphone industry and underline how Chinese brands are tightening their grip on the market once again.
How OPPO Pulled Ahead
OPPO’s climb up the rankings wasn’t a coincidence. Over the past few quarters, the company has executed a sharp, data-backed strategy focused on aggressive offline expansion, consistent product refreshes, and an increasingly premium brand identity. It strengthened relationships with local distributors, ensured wider availability across smaller cities, and introduced attractive trade-in programs that appealed to mid-range buyers looking to upgrade to 5G smartphones.
The brand’s F-series and Reno lineups, particularly the Reno12 5G and F27 Pro+, have been instrumental in capturing aspirational consumers who want performance and style without flagship-level prices. OPPO’s marketing push around camera capabilities and sleek design also resonated strongly with India’s youth segment, allowing it to build brand loyalty in a price-sensitive yet image-conscious demographic.
Samsung’s Slip and Strategic Dilemma
Samsung’s fall to third place highlights the challenges of maintaining dominance in a market where brand prestige alone no longer guarantees success. While the company has made strong gains in the premium category with its Galaxy S24 and foldable devices, it has struggled to maintain traction in the affordable and mid-range segments that drive volume in India.
Models like the Galaxy M15 and A15 received moderate success but faced stiff competition from OPPO, Vivo, and Xiaomi, which offered better specifications at similar price points. Samsung’s premium-first strategy, though lucrative globally, appears misaligned with India’s growing demand for mid-tier devices that combine performance and value.
The South Korean brand will likely need to revisit its portfolio structure, expand its mid-tier options, and strengthen its offline partnerships to regain the lost ground.
The Broader Market Dynamics
IDC’s report revealed that India’s overall smartphone shipments grew 4 percent year-over-year in Q3 2025, marking the industry’s best quarter in five years. The growth was fueled primarily by a strong festive season buildup, aggressive pricing, and the rising popularity of 5G phones.
While the entry-level segment remained flat due to persistent inflationary pressure, the premium market, devices priced above ₹30,000, saw record demand. Apple led that space with over 5 million shipments during the quarter, its best performance in India to date. The shift underscores a more diverse market structure where premium and value-driven brands coexist, and buyers are increasingly seeking quality, design, and longevity over the lowest price.
What Helped OPPO Edge Out Samsung
OPPO’s advantage can be attributed to a few key factors:
- Offline channel dominance: OPPO has one of the strongest offline networks in India, helping it reach buyers beyond Tier-1 cities.
- Aggressive promotional offers: Trade-ins, exchange bonuses, and zero-interest EMI options during the festive period helped drive volume.
- Targeted product portfolio: Instead of flooding the market, OPPO focused on a few strong mid-range and upper-mid-range models, maintaining supply consistency and marketing focus.
- Localized appeal: Campaigns tailored to regional markets and influencer tie-ups built visibility where Samsung’s presence had weakened.
Implications for the Indian Smartphone Market
OPPO’s rise to the number two spot sends a clear message: India’s smartphone battle is increasingly about execution, not legacy. Brands that can balance value, design, and accessibility are the ones climbing fastest. With Vivo and OPPO now occupying the top two positions, BBK Electronics, the parent company of both brands, effectively controls over 30 percent of India’s market.
For Samsung, the pressure is mounting. Its global success in foldables and AI-enabled flagships must now translate into affordable models that appeal to India’s vast mid-tier audience. Meanwhile, Apple’s record sales in the premium segment highlight how rapidly India is evolving into a dual-market landscape, value-driven at the base, aspirational at the top.
Looking Ahead
The coming quarters will reveal whether OPPO can sustain this momentum or whether Samsung mounts a comeback through refreshed Galaxy M and A-series lineups. With the festive wave subsiding and competition tightening, maintaining volume will depend on continuous engagement, localized pricing strategies, and timely product launches.
For India, this shift marks another stage in its smartphone evolution: a market no longer defined by low-cost devices but by sharp segmentation, rising expectations, and fierce brand loyalty battles. OPPO’s latest victory isn’t just about numbers, but about understanding what India’s smartphone users truly want, and delivering it faster than anyone else.
Source: IDC
