India’s smartphone market is estimated to have slipped to a decadal low with a 26% year-on-year decline in shipments to 35.8 million units in the third quarter of 2026, a report by market research firm Omdia said.
Major Chinese players Vivo, Oppo and Xiaomi are estimated to have seen a decline in shipments while Samsung regained the top position despite a marginal dip in shipments.Apple figured among the top five players during the quarter despite a 20% year-on-year drop in shipments.
“India's smartphone market shipments are estimated to have declined 26% year-on-year (YoY) to 35.8 million units in 3Q26, marking their lowest third-quarter shipment volume since 2016, despite the start of the festive season,” the report said.
Omdia noticed that weakening online-focused shipments added to the pressure, while the later timing of Diwali amplified the quarterly contraction by shifting a significant portion of offline festive inventory build-up from September into October.
“Samsung regained the top spot for the first time since the first quarter of 2024, shipping 6.7 million units, supported by the Galaxy A07, A17 and A27. The Galaxy S26 series, new Z foldables and S26 FE broadened its higher-value portfolio, while bank cashback, exchange benefits and longer-tenure financing supported upgrades across price tiers,” the report said.
Samsung topped the chart with 19% market share despite a year-on-year dip of around 1% in shipments to 6.7 million units during the reported quarter.
Among smartphone players, Vivo is estimated to have recorded the steepest fall in shipments of 34% YoY to 6.4 million units from 9.7 million units and slipped to second spot with 18% market share.
Apple rounded out the top five with shipments of 3.9 million units, supported by channel stocking ahead of anticipated price hikes and sustained demand for the base iPhone 17 and 16 models amid the absence of a new base iPhone 18.
Omdia Principal Analyst Sanyam Chaurasia said that September has historically been a critical inventory build-up period for major online sales events, but it saw weaker shipment momentum. Fewer exclusive launches, limited affordable product units and narrowing promotional differences reduced the online channel's traditional festive advantage.
Xiaomi shipments are estimated to have declined by 28% to 4.7 million units in the July-September 2026 quarter from 6.5 million units on a YoY basis.
Oppo supplies are estimated to have declined by 24% to 4.9 million units during the reported quarter from 6.5 million units a year ago. - PTI
