The country’s smartphone market is expected to cross $50 billion (Rs 4.3 lakh crore) in value in 2025, according to Counterpoint Research.
The growth will be driven by the premiumisation trend, rise in interest for higher-specification devices and value-centric approach from smartphone companies. In 2021, the smartphone market value was at $37.9 billion (Rs 3.25 lakh crore).
Further, the retail average selling price (ASP) of India’s smartphone market is expected to cross the $300 (around Rs 25,700) mark for the first time in 2025.
Analysts said the market is evolving rapidly, with companies focusing on premium launches to strengthen brand equity, showcase technological capabilities and improve profitability. Brands like Apple and Samsung are leading this shift by offering competitive options in the premium and ultra-premium segments.
Therefore, the premium segment (over Rs 30,00) is projected to exceed 20% market share in this year.
Apple is expected to see strong demand for its pro models, driven by local manufacturing and recent price reductions across its iPhone lineup. Samsung’s value-focused strategy is gaining traction, particularly with its flagship S series.
OnePlus, with the launch of its flagship OnePlus 13, is aiming to increase its share in the ultra-premium segment (over Rs 45,000), analysts said.
In the affordable premium category Rs 30,000-45,000, brands such as vivo, OPPO and OnePlus are attracting consumers by offering advanced camera systems and refined CMF (colour, material and finish) designs.
According to Counterpoint, the shift towards premiumisation is also being driven by consumers increasingly opting for offline stores.
