India’s smartphone market is on track to achieve its highest-ever value in 2025, crossing $50 billion or around ₹4,28,900 crore, and this milestone will be driven by a value-centric approach from smartphone original equipment manufacturers (OEMs) and a rising consumer push towards higher-specification devices.

According to a report by Counterpoint Research on ‘Outlook for India’s Smartphone Market’ on Friday, the Indian smartphone market is evolving rapidly, with OEMs increasingly focusing on premium launches to strengthen brand equity, showcase technological capabilities and improve profitability.

Brands like Apple and Samsung are leading this shift by offering competitive options in the premium and ultra-premium segments, it said.

“Apple is expected to see strong demand for its Pro models, driven by local manufacturing and recent price reductions across its iPhone lineup. Meanwhile, Samsung’s value-focused strategy is gaining traction, particularly with its flagship S series,” Counterpoint said in its report.

Apple India has registered a total income of ₹67,121.6 crore, while Samsung reported revenue of ₹71,157.6 crore from the mobile phone vertical in the financial year 2024.

OnePlus, with the launch of its flagship OnePlus 13, is also aiming to increase its share in the ultra-premium segment (above ₹45,000), it said.

According to the report, the retail average selling price (ASP) of India’s smartphone market is also expected to cross the $300 mark (around ₹25,700) for the first time in 2025.

Affordable premium category

“In the affordable premium category ₹30,000-45,000, brands such as Vivo, Oppo, and OnePlus are attracting consumers by offering advanced camera systems and refined CMF (strong hardware) designs. Vivo’s V series, enhanced by its partnership with Zeiss, and Oppo’s Reno series are performing strongly across channels,” it said.

Meanwhile, OnePlus is making a comeback by addressing Indian retailers’ concerns related to display and motherboard, which had negatively impacted its performance earlier this year. Besides, the company’s planned investment of ₹6,000 crore in local market expansion is expected to accelerate its recovery and growth, it added.

The premium segment (above Rs.30,000) is projected to exceed 20 per cent market share by 2025, the report further said adding that the shift towards premiumisation is also being driven by consumers increasingly opting for offline stores, where they can experience premium smartphones first-hand before making a purchase.

“The growing interest in AI-powered features has further motivated consumers to seek hands-on demonstrations to better understand these innovations and make more informed decisions,” it added.

Published on January 3, 2025