# India's Smartphone Brands Face Festive Season Pressure

> Rising memory costs force Indian smartphone brands to raise prices, cutting festive discounts.
- Title: India's Smartphone Brands Face Festive Season Pressure
- Summary: Rising memory costs force Indian smartphone brands to raise prices, cutting festive discounts. India's smartphone brands face 10% lower sales this festive…
- Keywords: india, smartphone, memory costs, price hikes, festive season, realme, oppo, vivo, samsung, oneplus, apple, emi financing
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/cons-products/electronics/indias-smartphone-brands-realme-oppo-vivo-samsung-oneplus-and-apple-face-a-festive-season-shaped-by-price-hikes-rising-memory-costs-and-fewer-discounts/articleshow/134425924.cms
- Author: Yogada Sharma
- Published: 2026-09-23T07:42:00+00:00
- Read time: 1 min
- Topics: india, smartphone, memory costs, price hikes, festive season, realme, oppo, vivo, samsung, oneplus, apple, emi financing
## Festive Season Shift
Consumers traditionally timed smartphone purchases to festive discounts.
## Memory Costs Surge
Memory prices rose 13-18% in q3 2026 compared with 93-98% in q1.
## Global Market Decline
Global smartphone sales dropped 7.4% year-on-year in q2 2026.
## Industry Impact
India's smartphone market fell 11% year-on-year in q2 2026.
## Price Hikes Across Brands
Realme, Oppo, Vivo, Samsung and OnePlus raised prices by rs 1,000-4,000.
## Apple Price Increases
Apple raised base iphone 17 price from rs 82,900 to rs 99,900.
## Margin Pressure
Memory costs now exceed 65% of bill of materials for low-end phones.
## Financing Shift
42% of smartphone sales expected to use financing options this festive season.
## Offline Sales Rise
Offline smartphone sales increased to 55-60% in june quarter.
## Post-Festive Challenge
Memory costs may cause sharper market decline after festive season.
## Key takeaway

India's smartphone brands face 10% lower sales this festive season due to memory cost hikes and reduced discounts.