Samsung phones lead in purchase via EMI route
NEW DELHI: For many Indian consumers, owning an iPhone remains a status symbol. So, it would be easy to assume that Apple dominates smartphone purchases made through easy monthly instalments. The reality, however, is quite different.
Samsung is the country's leading smartphone brand in terms of devices sold through financing, followed by Vivo and Apple, according to Counterpoint Research. Oppo and Xiaomi round out the top five, indicating how brands with a strong offline presence are outperforming rivals in fast-growing EMI market. The research firm estimates that financing - including loans from non-banking finance companies (NBFCs) as well as credit and debit card EMIs - will account for 42% of India's smartphone sales in 2026, up from 35% in 2025. The shift comes as rising component costs continue to push up smartphone prices, making one-time purchases less attractive.
Samsung is the country's leading smartphone brand in terms of devices sold through financing, followed by Vivo and Apple, according to Counterpoint Research. Oppo and Xiaomi round out the top five, indicating how brands with a strong offline presence are outperforming rivals in fast-growing EMI market. The research firm estimates that financing - including loans from non-banking finance companies (NBFCs) as well as credit and debit card EMIs - will account for 42% of India's smartphone sales in 2026, up from 35% in 2025. The shift comes as rising component costs continue to push up smartphone prices, making one-time purchases less attractive.
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