Samsung Electronics (005930.KS) has returned to the top of India's smartphone market, the world's second largest, with a 19% share.
India's total smartphone shipments fell 26% from a year earlier to a preliminary 35.8 million units in the third quarter, from July through September, according to research firm Omdia on the 20th. That marked the weakest third quarter in about a decade, since 2016. Shipments had already declined in the first quarter, down 5% from a year earlier at 30.9 million units, and in the second quarter, down 13% at 33.9 million units.
The slowdown stems from higher handset prices driven by rising memory costs. Even budget models could not absorb the cost pressure, and the resulting price increases appear to have dampened consumer sentiment.
Samsung nonetheless shipped 6.7 million units in the third quarter for a 19% market share, taking first place. Shipments slipped about 1% from a year earlier, but the company held up better than its main rivals and regained the lead for the first time since the first quarter of 2024.
Samsung ran separate strategies for its value lineup, including the Galaxy A07, A17 and A27, and its flagship range, including the Galaxy S26 and the Galaxy Z Fold series, limiting the decline in shipments to 1% from a year earlier. Marketing programs such as bank cashback offers, trade-in incentives and extended installment plans also played a significant role.
China's Vivo, which led India's smartphone market in the second quarter, saw shipments drop 34% from a year earlier and fell to second place with an 18% share. Other Chinese vendors fared similarly. Oppo placed third with shipments down 24%, while Xiaomi finished fourth with a 28% decline. Apple's shipments fell 20% to 3.9 million units, though it remained among the top five in the Indian market.