India’s smartphone market witnessed a difficult second quarter of 2026, with shipments declining 10 per cent year-on-year between April and June, marking the steepest fall for a June quarter in six years, according to Counterpoint Research. Rising memory and component costs have pushed smartphone prices higher across most segments, prompting consumers to delay purchases and retain their existing devices for longer.
Despite the overall market slowdown, London-based smartphone brand Nothing emerged as the fastest-growing brand in the country. Counterpoint reported that Nothing recorded a 105 per cent year-on-year growth in Q2 2026, achieving the distinction for the ninth time in the last ten quarters.
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The company attributed its strong performance to robust demand for the Phone 4a series and the successful launch of the Phone 4b. It also credited increased brand visibility through its title sponsorship of Royal Challengers Bengaluru during the Indian Premier League. According to the company, the Phone 4b became Flipkart’s highest-selling smartphone in the Rs 30,000-plus segment during its launch week.
Among the leading brands, Vivo retained the top position with an 18 per cent market share despite pressure on its budget offerings. Samsung ranked second and was the only top-five manufacturer to register positive growth, supported by healthy sales of its Galaxy A and Galaxy S series. Oppo secured third place, followed by Xiaomi and Realme, both of which witnessed shipment declines due to rising prices.
Apple’s shipments fell three per cent year-on-year as supply constraints affected iPhone availability despite healthy demand. Google, however, posted 68 per cent growth in the premium segment above Rs 45,000.
Counterpoint expects the market to remain under pressure through the rest of 2026 as memory prices continue to rise. The research firm forecasts a 13 per cent annual decline, with the sub-Rs 15,000 segment expected to remain the worst affected.
