Samsung to Grow in India Despite Market Decline in Q2 2026: SAG

In an otherwise weak quarter for India’s smartphone market, Samsung is emerging as a bright spot. Market research firm SAG forecasts a more than 15% year-over-year (YoY) shipment decline in Q2 2026, as memory shortages and rising component costs start to impact demand visibly.

Samsung likely to gain ground in India in Q2 2026, forecast says

Samsung is expected to grow 4% YoY and gain market share. This comes at a time when most rivals are likely to see a decline. It could even challenge for the top spot if iQOO volumes are counted separately from Vivo’s total. For those unfamiliar, iQOO is a sub-brand of Vivo.

Samsung’s performance is driven by steady demand in the low and mid-range segments, along with better traction in premium devices. Its broad portfolio is helping it capture volume. Meanwhile, competitors shift focus to higher-priced models, leaving gaps in the mass market.

Samsung’s growth will mainly come from strong sales in the budget and mid-range segments, led by models like the Galaxy A17, Galaxy A16, Galaxy A07, and F-series devices such as the Galaxy F70e. In the premium segment, the Galaxy S26 lineup is likely to outperform the S25 series due to better launch timing.

“While several Chinese vendors continue prioritizing higher ASP smartphone portfolios by launching the latest flagship models in Indian market, Samsung plans to capitalize on the resulting volume gap in the mass-market segment”, noted Abhilash Kumar, Lead Research Advisor at SAG.

Vivo is still expected to lead the market, though with a slight drop in share. As for Lenovo-Motorola and Apple, they may see modest gains. However, the quarter mainly highlights Samsung’s ability to grow despite wider market pressures.