India's smartphone market experienced a 10% year-over-year decline in the second quarter of 2026, according to a new report from Counterpoint Research. While many established brands lost ground, two emerging names shone brightly: Google Pixel and Nothing. Both delivered exceptional performances, becoming the fastest-growing brand in the ultra-premium segment and the fastest-growing brand overall, respectively.
Nothing soars with the Phone (4a) and RCB sponsorship
Nothing posted 105% year-over-year growth, the highest among all brands in the Indian market. Counterpoint attributes this success primarily to the Nothing Phone (4a) and the company's title sponsorship of the cricket team RCB. Excluding the CMF sub-brand, which spun off last year, Nothing captured a young, tech-savvy audience. Its local marketing strategy paid off, proving that innovative design and competitive pricing can thrive even in a challenging market.
Sponsored Protocol
Google Pixel dominates the ultra-premium segment with 68% growth
Google Pixel emerged as the fastest-growing brand in the ultra-premium category, which includes devices priced above INR 45,000 (approximately $540). The 68% year-over-year increase is attributed to aggressive marketing, expansion into offline retail channels, and a decision to keep prices unchanged. Unlike some competitors, Google held its pricing steady, a crucial factor in an inflationary environment. This strategy helped Pixel gain market share while brands like Vivo and iQOO lost ground.
India's market contracts but offers growth niches
Despite the overall 10% decline, not all brands suffered. Samsung was the only major player to achieve growth, albeit a modest 2%. Meanwhile, Chinese manufacturers like Vivo and iQOO saw their shares drop. This shift indicates that demand is moving toward brands with a clear value proposition or strong local ties. The rise of Nothing and Google Pixel proves that innovation and targeted marketing can yield remarkable results even in a shrinking market.
Sponsored Protocol
For context, consider OnePlus ceasing operations in some regions, illustrating how not every brand can adapt. India's dynamics offer valuable insights for observers of global smartphone trends.
Source: https://9to5google.com/2026/07/17/google-pixel-nothing-india-fastest-growing-brands
