India’s smartphone sales declined 9% year-on-year in the first nine weeks of 2026, according to Counterpoint Research. The decline in sales is mainly due to supply-side pressures, especially rising memory component costs, along with the usual slow demand at the beginning of the year. The report noted that while consumers were initially less aware of price increases, continued hikes by multiple Android brands gradually affected store footfall and overall sales.
Price hikes and limited boost from sales
As per the report, until Week 9, more than eight brands had already increased prices of key SKUs, with an average hike of `1,500, which is expected to rise further. New product launches are also coming at higher price points. However, Republic Day sales provided only a temporary boost to weekly performance in January 2026, with more impact seen in online sales.
While volumes remained under pressure, value growth stayed steady due to continued premiumisation, a trend seen throughout 2025 and now extending into early 2026. At 19% YoY, vivo recorded the highest sales growth in the first nine weeks of 2026, driven by new launches and strong performance of its Y and T series. Apple grew 12% YoY, supported by discounts and continued demand for its iPhone 17 series.
“India’s smartphone market started the year on a low note, as persistent price increases continued to weigh on consumer demand. Limited promotional intensity and fewer new launches further impacted purchase momentum. All this resulted in weaker retail conversions across channels, reflecting guarded consumer sentiment,” said Prachir Singh, senior research analyst at Counterpoint Research.
Outlook remains cautious
Research Director Tarun Pathak is of the view that ongoing global uncertainties, including geopolitical tensions and rising essential commodity prices, are expected to continue to weigh on discretionary spending, with India’s smartphone market projected to decline by around 10% in 2026. According to him, brands are likely to maintain a cautious approach, focusing on premium-led growth supported by new launches and targeted financing.
“While premium segments are expected to remain relatively resilient, affordability constraints and limited financing availability will continue to impact demand in the mass segment, leading to a gradual and uneven recovery,” said Pathak.