India's smartphone market grew 3% year-on-year in the third quarter of 2025, reaching 48.4 million units shipped, according to a new analysis by TechTarget Inc. via Omdia research. The growth was primarily driven by a surge of new launches, early festive season inventory buildup, and aggressive retail incentives rather than a strong recovery in consumer demand. Vivo led the market with 9.7 million units shipped, capturing a 20% share, followed by Samsung and Xiaomi. Apple achieved its highest-ever shipments in India, securing a 10% market share, with strong performance in smaller cities fueled by discounts and broader availability. However, the report notes that the uptick is unlikely to continue into year-end, as urban consumers remain cautious about upgrades amid economic uncertainty, and overall demand recovery remains fragile despite channel-driven momentum.