Samsung Electronics is consolidating its dominance in India’s financed smartphone sector as consumers increasingly prefer premium devices on instalment plans, propelling the market towards a new
Samsung Electronics is tightening its grip on India’s financed smartphone market as buyers increasingly shift from low-cost, one-time purchases to premium devices bought on instalment plans, according to Counterpoint Research. The market tracker says Samsung led offline smartphone sales through non-bank finance company and card-based instalments in the second quarter of 2026, ahead of Vivo and Apple, underscoring how credit is reshaping purchasing habits in one of the world’s largest handset markets.
Counterpoint said instalment-led buying is becoming more common across India, with financed purchases expected to account for 42% of all smartphone sales in 2026. That trend is especially visible in physical retail, where consumers often prioritise the monthly payment rather than the handset’s full sticker price. Samsung’s average instalment term of 11.4 months was longer than the market average of 10 months and exceeded those of Xiaomi, Realme and Oppo, while Apple remained the outlier at 17.2 months.
The report also suggests Samsung is benefiting from an upselling effect, in which longer repayment periods help customers move into higher-priced models with better specifications. That dynamic appears strongest in smaller cities, where financed purchases made up 57.5% of sales in Tier 2 markets and 55% in Tier 3 and below. Counterpoint linked the rise to broader NBFC lending infrastructure and demand for more expensive phones outside the largest metro areas.
Samsung has been reinforcing that shift with its own financing offers in India. The company recently introduced “Galaxy Forever”, a programme that allows buyers to take Galaxy S26 Ultra or S26 Plus models on 12 no-cost instalments, pay half the device cost upfront and return the handset after a year under an assured buyback scheme. With India’s festive shopping season approaching, Counterpoint expects brands to lean further on long-term financing and zero-interest offers rather than simple discounts, a strategy that could help Samsung preserve its premium lead even as the wider market faces price pressure and weaker demand.
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