For the first time in nearly a decade, Chinese smartphone brands have experienced a decline in sales and revenue in India, a market they once dominated. Industry data shows that demand for devices from leading Chinese companies fell during the financial year 2025, while premium brands such as Apple and Samsung gained ground.
Analysts say the slowdown reflects a shift in consumer preferences toward higher-priced, feature-rich phones, while rising prices and competition from non-Chinese brands have also influenced buying choices. This marks a notable change in India’s smartphone landscape, where Chinese brands have long held the largest market share due to their competitive pricing and wide range of models.
According to market trackers, revenue for the nine largest Chinese electronics companies operating in India, including major players like Xiaomi, Vivo, OPPO, realme and Transsion Holdings, declined compared with the previous year. In contrast, other global brands reported healthy growth.
One key reason for the drop is the premiumisation trend, Indian consumers are increasingly spending on higher-end models. Apple, known for its iPhones, has benefited from this trend, seeing strong demand for its newer models. Samsung has also grown its presence in the mid and high-end segments, gaining users who previously chose budget phones from Chinese makers.
Rising prices have also played a role. As component costs increase globally, Chinese brands have raised smartphone prices, narrowing the cost advantage they once had. This has made the value proposition less compelling for price-sensitive buyers, who are now weighing their options more carefully.
The decline for Chinese brands may prompt them to rethink strategies in India, focusing on innovation, after-sales service and value rather than price alone. Meanwhile, local and global competitors are likely to intensify their efforts to capture emerging opportunities in the world’s second-largest smartphone market.
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