Samsung Led the First Wave of The Festive Season 2025 in India

India's festive season saw smartphone sales rise 5% YoY, reaching 12.9M units. Samsung led online sales, while Vivo topped offline sales.

According to estimates from TechInsights Mobile End Markets, the first wave of India's festive season from September 22nd to October 2nd, 2025, saw a 5% YoY increase in smartphone sales in units compared to the first wave of the festive season in 2024. Smartphone sales reached 12.9 million units. The growth was driven by attractive offers from smartphone vendors, combined with card offers and no-cost EMIs. Samsung led the sales, followed by Apple and Vivo. Online channels accounted for 75% of total sales, given that the first wave is online-heavy, driven by aggressive discounts on Pure Players. OPPO (OnePlus) and Lenovo-Motorola rounded out the top five positions. In the online channel, Samsung led, while the offline segment was led by Vivo.