Vivo Surpasses Samsung to Become India’s 2nd Largest Smartphone Brand
India’s smartphone market has witnessed a significant shift, with Vivo surpassing Samsung to become the second-largest smartphone brand in the country. According to the latest data from the International Data Corporation (IDC), Vivo now holds an 18.3 percent market share, while Samsung has slipped to third place with 12.6 percent. This change comes amidst a backdrop of strong overall market growth, driven by demand for premium smartphones and successful festive sales, despite a slowdown in budget model sales.
Vivo’s ascent in the Indian smartphone rankings marks a notable change in consumer preferences. The IDC report indicates that Samsung, which previously held the second position, has now fallen behind Vivo and Oppo, which commands a 13.9 percent market share. Samsung’s slight increase from 12.3 percent in Q3 2024 to 12.6 percent in Q3 2025 reflects a competitive landscape where other brands are gaining traction. Apple has also made significant strides, climbing to fourth place with a 10.4 percent share, up from 8.6 percent the previous year. This growth highlights the increasing demand for premium smartphones, with Apple experiencing a remarkable year-on-year growth of 25.6 percent.
Shifts in Premium and Mid-Premium Segments
In the premium smartphone segment, Samsung has lost its top position to Apple in the super-premium category, which includes devices priced above Rs. 70,000. Samsung now ranks second in this segment, while it continues to dominate the mid-premium market, which encompasses smartphones priced between Rs. 20,000 and Rs. 40,000. The steady demand for Samsung’s mid-range models has helped it maintain a strong presence in this category. Meanwhile, other brands have experienced mixed results, with Motorola achieving the fastest growth at 52.4 percent year-on-year, reaching an 8.3 percent market share. In contrast, brands like Realme, Xiaomi, and OnePlus have seen declines, reflecting a broader slowdown in the entry-level and budget smartphone categories.
Challenges Ahead for Samsung
Looking forward, Samsung faces challenges in regaining its lost position in the Indian smartphone market. The company currently has no major product launches planned for the upcoming months, which could hinder its ability to compete effectively. The IDC report suggests that Indian consumers are increasingly leaning towards feature-rich and premium models, a trend that is expected to continue into 2026. As competition intensifies, Samsung will need to adapt to changing consumer preferences and market dynamics to reclaim its standing in the rapidly evolving smartphone landscape.
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