According to the latest research from Counterpoint's India Smartphone Outlook, the Indian smartphone market is well on its way to hitting the highest-ever value of over $50 billion in 2025.
The remarkable feat will be powered by the value-centric approach that will come in from smartphone OEMs and by an increased consumer thrust toward high-specification devices. For the first time in history, India's smartphone retail ASP is projected to breach the $300 mark in 2025.
The Indian smartphone market is rapidly evolving, 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.
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. OnePlus, with the launch of its flagship OnePlus 13, is aiming to increase its share in the ultra-premium segment (>INR 45,000 ~$525).
In the affordable premium category INR 30,000-INR 45,000 (~$350-$525), brands are attracting consumers in vivo, OPPO, and OnePlus through camera systems and advanced CMF design. vivo V series, where it has associated with ZEISS, along with OPPO Reno series have been doing exceedingly well across the channels. Meanwhile, OnePlus is coming back by addressing the issues of Indian retailers on display and motherboard, which had marred its performance during the earlier half of this year.
In addition, the planned investment of INR 6,000 crore (~$720 Million) for local market expansion is likely to boost its recovery and growth. The premium segment (>INR 30,000 ~$350) is expected to exceed 20% market share by 2025.
The premiumization phenomenon is further also driven by consumers, who increasingly are opting for offline stores where they can experience premium smartphones firsthand before buying them. Rising interest in AI-powered features has further motivated consumers to experience hands-on demonstrations in order to make better decisions on these innovations.
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