Diwali Smartphone Sales Fell 20% at Indian Stores: AIMRA
Diwali smartphone sales fell about 20% at India’s mobile stores this festive season, even as total value held flat on higher prices, AIMRA says.
By Avinash Mishra, Business Correspondent
2 min read
Quick Take
- Diwali smartphone sales at India’s mobile stores fell about 20% by volume over the four-day festive window, the All India Mobile Retailers Association (AIMRA) estimates.
- Total sales value stayed nearly flat, as average phone prices in India rose 21% this year.
- AIMRA expects store phone volumes to fall up to 50% over the next three months.
India’s mobile stores sold about 20% fewer smartphones over the four-day Diwali window, even as sales value held flat.
Higher prices did the balancing. Fewer phones left the shelves, but each one cost more, so total billing value matched last Diwali.
The drop was sharper just before the festival. AIMRA says volumes in the seven days before Dhanteras fell nearly 40%, as buyers waited for offers.
Footfall recovered over the four days, from Dhanteras on November 6 to the day after Diwali on November 9, 2026.
Also read
Most buyers spent between Rs 30,000 and Rs 60,000 after discounts. Premium phones also sold well.
One state went the other way: AIMRA data shows Gujarat smartphone volumes grew 15%, while most city buyers skipped upgrades.
Why Diwali Smartphone Sales Fell at Mobile Stores
The main reason is price: smartphone prices rose as memory chips grew dearer, because chip makers now serve AI and data-centre clients first.
Counterpoint Research says retail prices of existing phones in India rose 21% on average in 2026, the most of any market.
The cheapest phones took the hardest hit. Few fresh, well-priced 5G models reached the sub-Rs 20,000 range, pushing some buyers to Lava, itel or used phones.
Brands split sharply. Apple, Google Pixel and Xiaomi sold strongly, while Realme volumes fell more than 50% across regions.
Financing tightened as well. AIMRA says only 60% to 70% of logged loan applications were approved, as lenders ran stricter checks.
Also read
What Comes Next for Mobile Retailers
AIMRA expects the pain to deepen, with store phone volumes falling up to 50% over the next three months.
The festive dip caps a weak year: India’s smartphone shipments had already slid to their lowest September-quarter level in a decade.
Thinner volumes are hurting store profits, with many small retailers paying staff salaries and shop rent from their own savings as sales slow.
What this means for you
If you run a mobile store or sell phones through one, your festive margins are thinner this year even where billing value held up. Plan Q4 inventory and financing tie-ups for fewer unit sales, as AIMRA expects store volumes to fall up to 50% over the next three months.
Have a tip? Write to us at editorial@startupfeed.in.