India’s smartphone market is projected to exceed $50 billion in value by the end of this year, driven by a shift toward premium devices and a strong push for local manufacturing. According to the latest research from Counterpoint’s ‘India Smartphone Outlook,’ the retail average selling price (ASP) of smartphones in India is expected to cross the $300 mark for the first time.
Leading this premiumization trend are industry giants Apple and Samsung. Apple is seeing robust demand for its Pro models, boosted by local production and recent price cuts across its iPhone range. Samsung, on the other hand, is gaining traction with its flagship S series through a value-focused strategy.
Additionally, OnePlus is making significant strides in the ultra-premium segment (priced above Rs 45,000) with the launch of its flagship OnePlus 13, aiming to capture a larger market share.
The report highlights that the shift toward premium smartphones is also driven by an increase in consumers choosing to buy from offline stores, where they can experience these high-end devices firsthand. The growing interest in AI-powered features is further encouraging consumers to seek in-person demonstrations to better understand these innovations.
“The Indian smartphone market is evolving rapidly, with original equipment manufacturers (OEMs) increasingly focusing on premium launches to strengthen brand equity, showcase technological capabilities, and improve profitability,” the report noted.
In the affordable premium category (Rs 30,000-Rs 45,000), brands like Vivo, OPPO, and OnePlus are attracting consumers with advanced camera systems and refined designs. OnePlus’s planned investment of Rs 6,000 crore in local market expansion is expected to accelerate its recovery and growth.
According to the report, the premium segment (Rs 30,000 and above) in India is projected to exceed 20 percent market share by 2025, underscoring the country’s rapid transition toward more expensive, feature-rich smartphones.
