Samsung's smartphone sales have dropped considerably in India

Samsung has often made headlines in India for breaking pre-order records with its high-end smartphones. However, the company’s overall sales declined in 2025 compared to the previous year. Once the largest smartphone brand in India, Samsung has now slipped to second place.

According to the latest smartphone shipment data from Omdia, Samsung shipped 23 million smartphones in India in 2025. This represents an 11 percent decline from the 25.7 million Galaxy devices it shipped the previous year. As a result, its market share fell by 1 percent compared to 2024. Vivo led the market with 32 million shipments, posting 19 percent growth year over year.

Intense competition and weaker demand for mass-market smartphones reportedly weighed on Samsung’s performance. The company introduced cashback offers and upgrade benefits for devices such as the Galaxy S25 FE and the Galaxy Z Fold 7, but these efforts were not enough to boost overall sales. That said, the report notes that Samsung, along with Apple and Vivo, continues to perform strongly in the premium smartphone segment, defined as devices priced above INR 60,000, or about $650, in India.

Ongoing memory shortages and a weaker local currency forced Samsung and other smartphone brands to raise device prices. This was one of the factors behind the 1 percent decline in overall smartphone sales in India during the year.

Apple, OPPO, and Vivo recorded strong results with double-digit growth. Apple is now the fifth-largest smartphone brand in India, an impressive position given that it sells only phones priced at $600 or higher. OPPO and Vivo improved their performance through higher sales of entry-level and mid-range devices.