Key Highlights

• Nothing recorded 105 percent year-over-year shipment growth in India during Q2 2026.
• India’s smartphone shipments declined 10 percent, marking the steepest June-quarter drop in six years.
• Vivo remained the market leader, while Samsung was the only top-five brand to post shipment growth.
• Counterpoint linked the overall slowdown to higher smartphone prices and weaker consumer spending.

India’s smartphone market slowed sharply in the second quarter of 2026, but one brand managed to stand out. According to Counterpoint Research, Nothing became India’s fastest-growing smartphone brand after posting 105 percent year-over-year shipment growth, even as overall smartphone shipments fell by 10 percent. The report attributes the broader market decline to rising smartphone prices, inflationary pressure, and consumers holding on to their devices for longer.

The findings underline a changing smartphone market where strong brand positioning and targeted launches are helping select players grow despite weakening demand.

Why did India’s smartphone market decline in Q2 2026?

Counterpoint Research reported that India’s smartphone shipments dropped 10 percent year over year during the April-June quarter. It marks the steepest decline for a June quarter in the last six years.

According to the research firm, repeated price hikes across almost every smartphone segment played a major role in the slowdown. Higher memory costs pushed up handset prices, while inflation and cautious consumer spending extended smartphone replacement cycles.

Counterpoint Senior Analyst Prachir Singh said the average smartphone selling price increased by around 15 percent by the end of the quarter, making new devices less affordable for many buyers.

How did Nothing become India’s fastest-growing smartphone brand?

Despite the overall slowdown, Nothing posted an impressive 105 percent annual shipment growth, making it the fastest-growing smartphone brand in India during Q2 2026. The figures exclude shipments from CMF, the company’s former sub-brand.

Counterpoint credited the performance to strong consumer demand for the Nothing Phone (4a) series. The company’s visibility also received a boost through its title sponsorship of Royal Challengers Bengaluru during the 2026 Indian Premier League season.

The report noted that this is the ninth time in the past ten consecutive quarters that Nothing has earned the title of India’s fastest-growing smartphone brand, highlighting its consistent momentum in the market.

Which brands led the Indian smartphone market?

Vivo retained the top position with a 17.8 percent market share. The brand benefited from healthy demand for its premium V70 series, although sales of its Y and T series softened following price increases.

Samsung ranked second and stood out as the only top-five smartphone maker to record annual shipment growth, increasing shipments by two percent. The company benefited from strong Galaxy A and Galaxy S series demand, seasonal offers, and a solid presence in the Rs. 15,000 to Rs. 20,000 segment.

Oppo secured third place with a 13.6 percent market share, followed by Xiaomi, including Poco, at 13.4 percent. Realme completed the top five with a 10 percent market share.

Apple’s shipments declined three percent year over year, leaving the company with a seven percent market share. Counterpoint said strong demand for the iPhone 17 lineup was offset by supply constraints and inventory shortages across retail channels.

Meanwhile, Google continued to gain traction in the premium category, posting 68 percent year-over-year growth in the ultra-premium smartphone segment.

What does this mean for India’s smartphone market?

The latest Counterpoint report suggests India’s smartphone market is entering a more mature phase where pricing, affordability, and brand differentiation are becoming increasingly important. While overall shipments have slowed, brands offering compelling products and stronger consumer engagement continue to outperform. As premium smartphones remain in demand despite broader market challenges, Nothing’s performance shows that focused product strategy and brand visibility can still drive growth in a slowing market.