[Edaily Reporter Han Kwangbeom ] As purchasing patterns in India’s smartphone market rapidly shift from low-priced devices purchased outright to premium devices purchased through long-term installment plans, SamsungElectronics(005930)has maintained its position as the top seller in the local installment market and is leading the trend toward premiumization.

According to a report released on the 10th by market research firm Counterpoint Research, SamsungElectronics ranked first with the highest market share in smartphone sales financed through financial services (NBFC and credit card installments) via offline channels in India during the second quarter of 2026. Vivo and Apple followed behind.

The proportion of smartphone purchases made through financing in the Indian market is gradually increasing. The report projected that, even considering the relatively higher installment usage rate in offline distribution channels compared to online channels, financed purchases would account for 42% of total smartphone sales in India in 2026.

In particular, the average installment period for SamsungElectronics products was 11.4 months, exceeding the overall market average of 10 months. This is longer than that of major Chinese competitors such as Xiaomi (8.5 months), Realme (8.9 months), and Oppo (9.9 months). Apple recorded the longest average installment period at 17.2 months.

Counterpoint Research analyzed that as consumers begin to prioritize monthly payments over the list price itself, the “upselling” phenomenon—where consumers use long-term installment plans lasting over 11 months as a stepping stone to upgrade to SamsungElectronics’ high-performance, high-end models—is accelerating.

By region, the tendency to make purchases through financing was stronger in small and medium-sized cities than in large cities. In the second quarter, the share of installment purchases among smartphone buyers in Tier 2 cities was 57.5%, the highest among all regions, while Tier 3 and lower regions also exceeded 50%, recording 55%. This is the result of the expansion of non-bank financial company (NBFC) infrastructure combined with local demand for high-end smartphones.

Counterpoint Research predicted that during the upcoming festive season—India’s biggest shopping period—manufacturers will prioritize long-term installment plans and interest-free programs as key promotional tools rather than offering simple price discounts. Consequently, SamsungElectronics’ dominance in the local premium market—built on expanding its offline distribution network and financial partnerships—is expected to continue for the foreseeable future.