[Edaily Reporter Han Kwangbeom ] While the entire Indian smartphone market experienced a record-breaking slump in the second quarter of this year, SamsungElectronics(005930)was the only major player to increase its shipments, climbing to second place and closing in on market leader Vivo.

According to global market research firm Counterpoint Research on the 21st, SamsungElectronics recorded a 2% year-over-year increase in shipments in the Indian smartphone market during the second quarter of this year. Its market share also expanded from 15.5% in the second quarter of last year to 17.6% this year, closing in on the leader, Vivo (17.8%), with a gap of just 0.2 percentage points.

SamsungElectronics was the only one among the top five smartphone manufacturers to see an increase in shipments. Analysts attribute this growth to robust demand for the Galaxy A series and the flagship S25 and S26 series, as well as aggressive discount promotions.

In contrast, the combined market share of Chinese brands fell to its lowest level for the second quarter since 2020. Vivo maintained the top spot with an 18% market share (excluding iQOO), but its shipments declined by double digits due to price hikes in its entry-level product lineup.

Chinese companies with a high proportion of entry-level and mid-to-low-end models—such as Oppo (13.6%), Xiaomi (9.4%), and Realme—also struggled to overcome the headwinds of price hikes and could not escape sluggish performance.

This trend is attributed to smartphone price hikes resulting from soaring memory prices, which significantly dampened consumer sentiment. As component prices—including DRAM and NAND flash—soared to record highs, the cost burden for entry-level devices increased sharply, and the average smartphone price rose by approximately 15% by the end of the second quarter.

Consequently, smartphone shipments in India during the second quarter of this year fell by 10% year-over-year, marking the sharpest decline for a second quarter in the past six years. In particular, the entry-level market—for devices priced under 15,000 rupees (approximately 230,000 won)—was hit hardest, with shipments plummeting by 45%.

Despite the slump in the mid-to-low-end market, the premium segment and certain Shinhung brands performed strongly. The ultra-premium market—priced at 45,000 rupees (approximately 690,000 won) or higher—maintained relatively stable demand as installment purchases through financial programs increased. Nothing saw its shipments surge by 105% thanks to strong performance of the Phone (4a) series and the impact of sports marketing, while Google Pixel also achieved 68% year-over-year growth in the ultra-premium segment.

Counterpoint Research projected that annual smartphone shipments in the Indian market will decline by 13% year-over-year in 2026, as memory and component prices are expected to remain high for the time being. With component prices not expected to normalize until next year or later, major manufacturers are likely to focus on optimizing their product portfolios and expanding sales of premium products through financial promotions.