India's smartphone deliveries recover in Q2 2025, fueled by fresh releases and inventory expansion.

India's smartphone market saw a resurgence in Q2 2025, as shipments increased following two straight quarters of decline. As reported by Canalys, shipments increased by 7% year-over-year and 21% quarter-over-quarter, totaling 39 million units. Preliminary estimates from International Data Corporation (IDC) showed shipments between 34–36 million units, reflecting a 3–4% yearly growth. The rebound was primarily fueled by a spike in new product introductions and the alleviation of inventory constraints. Shipments in Q1 2025 were adversely affected by low consumer demand and elevated inventory levels from late 2024. Nonetheless, Q2 2025 gained from intense vendor actions, especially during April and May, indicating a change in launch approach. Offline retail channels experienced a notable increase, bolstered by inventory growth and appealing dealer margins, particularly from brands such as Vivo and Oppo, which achieved impressive YoY growth of 31% and 24%, respectively. Conversely, Samsung took a more careful strategy, whereas Xiaomi experienced a sequential recovery despite a 25% drop compared to last year. As the festive season approaches, smartphone companies are prioritizing channel execution and securing inventory instead of depending only on new product releases. Canalys reports that various brands are motivating retailers with valuable incentives to boost sales, indicating a strategic change in response to consistently low natural demand. Apple maintained its growth path, fueled by robust demand for the iPhone 16, accounting for more than 55% of its deliveries. In spite of geopolitical and climate-related obstacles, the sector is relying on cost-effectiveness to boost sales, providing extended financing terms for mid- to high-tier models. With the arrival of H2 2025, the triumph of India's smartphone market will heavily rely on effective retail execution, promotional channels, and competitive pricing tactics to leverage festival-related spending.