India's mass-market mobile segment declined 45% YoY
India's smartphone market experienced its biggest decline in six years during Q2 2026, with overall shipments dropping 10% year-over-year. The mass-market segment (sub-15k) was hit hardest, declining 45% YoY due to rising memory prices that forced OEMs to hike prices. Memory prices have increased nearly 4x since September 2025 and are expected to rise further. The ultra-premium segment (above 45k) remained strong due to financing options. Vivo led the market with 17.8% share, followed by Samsung (17.6%), Oppo (14%), Xiaomi (13%), and Realme. Apple's shipments declined 3% YoY. Google was the fastest-growing brand in the ultra-premium segment (68% YoY), while Nothing was the overall fastest-growing brand (105% YoY). Counterpoint Research expects the market to decline 13% for the full year.
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India's mass-market mobile segment declined 45% YoY
India's smartphone market experienced its biggest decline in six years during Q2 2026, with overall shipments dropping 10% year-over-year. The mass-market segment (sub-15k) was hit hardest, declining 45% YoY due to rising memory prices that forced OEMs to hike prices. Memory prices have increased nearly 4x since September 2025 and are expected to rise further. The ultra-premium segment (above 45k) remained strong due to financing options. Vivo led the market with 17.8% share, followed by Samsung (17.6%), Oppo (14%), Xiaomi (13%), and Realme. Apple's shipments declined 3% YoY. Google was the fastest-growing brand in the ultra-premium segment (68% YoY), while Nothing was the overall fastest-growing brand (105% YoY). Counterpoint Research expects the market to decline 13% for the full year.