Core Insights - India's smartphone market experienced a 3% year-on-year growth in Q3 2025, with shipments reaching 48.4 million units, driven by new product launches and retail incentives ahead of the festive season [1][2][6] Market Performance - vivo led the market with 9.7 million units shipped, capturing a 20% market share, followed by Samsung with 6.8 million units (14% market share) and Xiaomi with 6.5 million units (13% market share) [2][7] - Apple returned to the top five with 4.9 million units shipped, achieving a 10% market share, largely due to demand from smaller tier cities [5][7] Vendor Strategies - Vendors employed aggressive retail incentive programs to boost sales, including cash bonuses, tiered margins, and consumer-facing schemes like zero-down-payment EMIs and bundled accessories [3][4] - vivo's success was attributed to a balanced product portfolio and strong retail programs, while Samsung focused on mid-premium models but faced challenges in the entry-level segment [4][5] Future Outlook - Despite the growth in Q3, the momentum is not expected to sustain into the year-end due to limited organic demand and cautious urban consumer sentiment [5][6] - The overall smartphone demand recovery remains fragile, with urban consumers delaying upgrades amid economic uncertainties, while rural demand has been stable but insufficient to offset urban caution [6]