India’s smartphone market witnessed a challenging second quarter of 2026, with overall shipments declining 10% year-on-year, marking the steepest June-quarter drop in six years. Despite the broader slowdown, Nothing and Google Pixel stood out as the fastest-growing smartphone brands in their respective segments, driven by strong product launches, premium demand, and brand-building initiatives.
According to Counterpoint Research’s Monthly India Smartphone Tracker, London-based Nothing recorded an impressive 105% year-on-year growth in shipments, making it India’s fastest-growing smartphone brand overall. Meanwhile, Google Pixel posted 68% year-on-year growth in the ultra-premium segment, reflecting increasing consumer demand for AI-powered flagship smartphones.
Nothing Leads India’s Smartphone Growth
Nothing’s rapid expansion was fueled by strong demand for its Phone (4a) series, which strengthened the brand’s position in the mid-premium smartphone segment. Counterpoint also attributed the company’s performance to increased brand visibility through its title sponsorship of the Royal Challengers Bengaluru (RCB) during the Indian Premier League (IPL).
The report noted that this marks the ninth time in the last ten quarters that Nothing has emerged as India’s fastest-growing smartphone brand, underscoring the company’s consistent momentum in one of the world’s largest smartphone markets.
Growth Highlights
| Brand | Performance |
|---|---|
| Nothing | 105% YoY shipment growth |
| Google Pixel | 68% YoY growth in ultra-premium segment |
| Overall India smartphone market | 10% YoY decline in shipments |
Google Pixel Gains Momentum in Premium Market
Google’s Pixel lineup continued to strengthen its presence in India’s premium smartphone segment, registering 68% year-on-year growth in the ultra-premium category.
The growth has been supported by:
- Expanding availability in India.
- AI-powered software features.
- Improved camera capabilities.
- Growing brand recognition among premium smartphone buyers.
Pixel’s performance reflects Google’s increasing focus on India as a strategic hardware market following the expansion of local manufacturing and direct retail initiatives.
Key Drivers Behind the Growth
| Brand | Growth Drivers |
|---|---|
| Nothing | Phone (4a) series, aggressive marketing, RCB sponsorship |
| Google Pixel | AI features, premium positioning, improved distribution |
India’s Smartphone Market Faces Headwinds
Despite the strong performances of Nothing and Google Pixel, India’s overall smartphone market contracted 10% year-on-year during the April–June quarter, the sharpest June-quarter decline since 2020.
Counterpoint Research attributed the slowdown primarily to:
- Rising memory chip prices.
- Higher smartphone manufacturing costs.
- Retail price increases across brands.
- Softer consumer demand due to higher handset prices.
The increase in memory costs prompted several manufacturers to raise prices, affecting demand across entry-level and mid-range smartphones.
Market Challenges
| Factor | Impact |
|---|---|
| Higher memory prices | Increased handset costs |
| Smartphone price hikes | Lower consumer demand |
| Weak market sentiment | 10% shipment decline |
Premium Segment Continues to Outperform
While the broader smartphone market slowed, premium smartphones remained relatively resilient. Consumers increasingly favored devices offering advanced AI capabilities, flagship cameras, and longer software support.
Nothing’s continued success in the upper mid-range segment and Google’s gains in the ultra-premium category suggest that buyers are willing to spend more on differentiated user experiences, even as overall market demand softens.
The trend also reflects a gradual premiumization of India’s smartphone market, with brands focusing on innovation rather than competing solely on price.
Looking Ahead
The latest Counterpoint Research data highlights a mixed picture for India’s smartphone industry. While overall shipments fell due to higher component costs and weaker demand, Nothing and Google Pixel demonstrated that innovation, strong branding, and premium product offerings can continue to drive growth.
As memory prices stabilize and new flagship devices enter the market later this year, smartphone makers will focus on balancing pricing with consumer demand. Brands that successfully combine AI features, premium experiences, and competitive pricing are likely to be best positioned to capture growth in India’s evolving smartphone market.
Get the day’s top stories in your inbox
One concise email. No spam, unsubscribe anytime.
