Samsung leads India smartphone EMI purchases as financed sales climb toward 42% in 2026
Counterpoint Research says financing will account for 42% of India smartphone sales in 2026, up from 35% in 2025, with 67% of financed purchases routed through NBFCs. Samsung tops EMI-driven sales ahead of Vivo and Apple, fueled by rising prices and Tier-2/3 demand.
Samsung leads India smartphone sales via EMI financing, ahead of Vivo and Apple. Counterpoint estimates financing will hit 42% of sales in 2026, up from 35%, driven by rising prices and NBFC demand in Tier-2/3 cities.
Why this matters
Samsung's EMI lead builds on the broader trend of India smartphone financing hitting 42% of sales in 2026, even as AI memory costs squeeze the Rs 15,000 segment where Samsung and Xiaomi buyers face tradeoffs.
Retail-brand signals steady at 2,420 over the past 90 days.