Counterpoint: India's smartphone market to exceed $50 billion by 2025

The value of India’s smartphone market is expected to reach its highest level ever, exceeding $50 billion by 2025, according to the latest research from Counterpoint. The average retail selling price of smartphones in India is expected to cross the $300 mark for the first time in 2025.

The Indian smartphone market is evolving rapidly, with OEMs increasingly focusing on premium products to strengthen brand equity, showcase technological capabilities and improve profitability. Brands such as Apple and Samsung have led this shift by offering competitive options in the premium and super-premium segments.

Apple expects its Pro models to be driven by strong demand, driven by local manufacturing and recent price cuts in its iPhone lineup. Meanwhile, Samsung's value-centric strategy is gaining traction, especially with its flagship S series. OnePlus aims to increase its share in the ultra-premium market with the launch of its flagship phone, the OnePlus 13.

In the affordable premium category of INR 30,000 to 45,000, brands such as vivo, OPPO and OnePlus have attracted consumers by offering advanced camera systems and sophisticated CMF designs. Vivo's V series and OPPO's Reno series have performed strongly across channels through their partnership with Zeiss. Meanwhile, OnePlus is making a comeback by addressing Indian retailers' concerns about displays and motherboards, which have had a negative impact on its performance. In addition, the company's plan to invest INR 60 billion (approximately US$ 720 million) in local market expansion is expected to accelerate its recovery and growth. In 2025, the market share of the premium market is expected to exceed 20%.

The shift towards premiumization is also driven by consumers increasingly opting for offline stores, where they can experience premium smartphones first-hand before buying. Rising interest in AI capabilities is further driving consumers to seek hands-on demonstrations to better understand these innovations and make more informed decisions.