Gurugram / Srinagar, October 16, 2025 – The smartphone industry has since been proactively preparing for the festive season in India.  With the advent of online commerce, it has got amplified. Each year, brands unveil extensive offers, discounts, and promotions to add more glitter and joy to the festive sentiment as smartphones have become central to celebrations, both as gifts and as timely upgrades to enhance experiences.

For the 2025 festive season, the market is comprehensively primed. In this InsightsPro Techarc identifies the key insights with regard to the choices available to consumers and which brands stand a chance to gain.  It also recommends the top upgrades in each segment on the basis of reasons to upgrade, categorised as ability, usability, durability, creativity, and novelty.

Brand Choice

• Brands to choose from: Consumers can choose from 23 brands. Beyond product fit, buyers increasingly consider whether a brand’s identity aligns with their personality and values. Samsung leads with 16 models, followed by Realme with 14, while Vivo and OPPO offer 11 models each.
• Portfolio depth by segment: Across price tiers, there are 123 smartphone models on offer. The Entry segment—deprioritized by most leading brands—features only one option from Ai+. The Basic segment offers 25 choices. The Mid segment is the broadest, with 45 models. Both the Premium and Luxe segments are well-stocked, presenting 26 models each for discerning buyers.
• AI prevalence: Approximately 77% of these models include AI-enabled features in some form. While AI may not yet be the primary purchase driver for most consumers, it is emerging as the key layer that augments usability and elevates day‑to‑day smartphone experiences.

Upgrade Recommendations

Upgrade to Luxe Segment (₹50,001+)

Upgrade for Ability

• Samsung Galaxy S25 Ultra: Pick this if you want the ultimate all-rounder: a massive 200 MP quad-camera setup, large 6.9-inch display, and Samsung’s signature refinement. It balances raw performance (4.47 GHz) with a solid 5000 mAh battery and 45 W charging—perfect for power users who demand both speed and sophistication.
• Xiaomi 15 Ultra: Ideal for those who prioritize top-tier charging and imaging. It’s 90 W fast charging and 5410 mAh battery deliver endurance with quick top-ups, while the 200 MP quad-camera and 32 MP selfie camera cater to photography enthusiasts seeking premium results in a sleek form.
• OnePlus 13 5G: The choice for users who value performance efficiency and power balance. With a robust 6000 mAh battery, 100 W charging, and 4.32 GHz clock speed, it’s built for heavy use without downtime. Its minimalist triple-camera setup (50 MP main) focuses on reliability over excess—ideal for those who prefer endurance and clean design over camera count.

Upgrade for Usability

• Samsung Galaxy S25 Ultra: Pick this if you want top-tier AI-assisted photography and smart productivity tools. With features like AI Scene Optimizer, enhanced low-light processing, and Smart Reply across apps, it streamlines both creativity and communication, making it the go-to choice for users who want a device that adapts intelligently to their lifestyle.
• OnePlus 13 5G: Choose this if you value AI-driven performance and display enhancements. Its AI Adaptive Display, intelligent battery management, and AI-powered gaming optimizations ensure smooth performance while maximizing efficiency, making it ideal for power users who want a responsive, smart, and long-lasting device.
• Google Pixel 10: Go for this if you want AI at the heart of everyday interactions. Features like Magic Eraser, Real Tone, and Assistant-driven contextual suggestions make photography, messaging, and task management effortless, positioning it as the best pick for users who prioritize intuitive, intelligence-driven usability in a clean software ecosystem.

Upgrade for Durability

• OnePlus 13 5G: OnePlus 13 5G delivers exceptional durability with its IP68/IP69 rating, aluminum frame provides strong structural rigidity while keeping the device lightweight and resistant to bending or impact. The Ceramic Guard display enhances scratch and drop resistance, outperforming Luxe Segment.
• iPhone 17 Air: iPhone 17 Air combines premium materials with advanced protection to deliver outstanding durability. Its IP68 rating ensures strong resistance against dust and water exposure. The Grade 5 titanium frame offers exceptional strength-to-weight balance, making it both lighter and tougher than aluminum. On the front, Ceramic Shield 2 provides industry-leading protection against drops and scratches. Together, these features make the iPhone 17 Air one of the most resilient Luxe smartphones available.
• Samsung Galaxy S25 Ultra: Galaxy S25 Ultra offers premium durability with its IP68 rating, ensuring strong resistance to dust and water. Its titanium frame adds superior strength without extra weight, while the Corning Gorilla Glass Armor delivers top-tier scratch and drop protection. Together, they make the S25 Ultra both rugged and refined.

Upgrade for Creativity

• Samsung Galaxy S25 FE: Pick this if you want a wide range of colour options to match your style. With 5 vibrant colours available, it caters to users who prioritize personal expression through their device, even if the design is more standard.
• Asus ROG Phone 8 Pro: Choose this if you want bold, gamer-centric aesthetics with multiple colour choices. The 5 colour variants let you stand out while keeping the aggressive, performance-driven design that defines the ROG lineup.
• OnePlus 13 5G: Go for this if you want a sleek design paired with select colour options. With 3 colours and a refined design element, it balances visual appeal and elegance for users who want style without overwhelming flair.

Upgrade for Novelty

• Apple iPhone 17: At 7.95 mm and 172 g, the noticeably slimmer, lighter build enhances one‑hand comfort and pocketability while still signaling flagship stature; this “premium without bulk” feel is what elevates its novelty in the Luxe tier. The combination of a refined chassis and day‑to‑day ease makes it the intuitive upgrade for users who equate innovation with effortless carry and polish.

• Vivo X200 FE: Measuring 7.99 mm and 186 g, it blends a sleek silhouette with practical convenience, appealing to enthusiasts who want a premium look that stays comfortable over long, active days. Its balanced proportions project a fresh, modern aesthetic without drifting into fragile‑feeling territory, which is why buzz skews strongly in its favor.

• OnePlus 13s: At 8.2 mm and 185 g, it delivers a lean, purposeful design that feels substantial yet agile, translating performance‑first positioning into a clean in‑hand experience. The crisp profile and controlled weight create an immediate sense of newness that resonates with users who value speed, fluidity, and a contemporary, no‑nonsense flagship look.

Upgrade to Premium Segment (₹25,001-₹50,000)

Upgrade for Ability

• Vivo V60e: Pick this if you want a balance of elegance and capability, with its standout 50 MP front camera and massive 200 MP dual rear setup for crisp, detailed photography. The 6.77-inch display and 90 W charging back its 6500 mAh battery, making it ideal for those who prioritize both style and sustained performance through the day.
• Poco F7 5G: Choose this if you need raw endurance and speed. Its huge 7550 mAh battery and 90 W charging combine with a 3.2 GHz processor for high-efficiency power delivery—perfect for gamers and heavy users who won’t compromise on performance or uptime.
• Realme 15 Pro 5G: Go for this if you want a refined, efficient all-rounder with strong battery life and balanced power. The 7000 mAh cell, 80 W charging, and 50 MP dual-camera system deliver consistent results, ideal for everyday multitaskers who appreciate smooth performance wrapped in a sleek design.

Upgrade for Usability

• Google Pixel 9a: Pick this if you want AI-assisted simplicity and smart photography in a compact package. With features like Night Sight, Real Tone, and Assistant-driven predictive actions, it excels in everyday tasks and image processing, making it a preferred choice for users who value intelligent usability without extra complexity.
• OnePlus 13R: Choose this if you want AI-powered performance and system optimization. Its AI Adaptive Battery, AI frame rate stabilization for gaming, and intelligent app management ensure smooth, efficient operation, making it ideal for users who prioritize responsive, smart, and long-lasting performance in mid-to-high-tier devices.
• Realme 15 Pro 5G: Go for this if you want AI-enhanced camera and system features at an accessible level. With AI Scene Recognition, Smart Charging, and AI-based performance tuning, it delivers a balanced and intuitive experience, positioning it as the top pick for users who want AI-driven usability without paying flagship prices.

Upgrade for Durability

• Oppo Reno 13: Slim, elegant build with a reinforced display and grippy back, delivering a premium in‑hand feel plus solid everyday protection against drops and scratches; a safe style‑plus‑durability pick in this band.
• Realme 14 Pro+: Premium finish with glass front and vegan‑leather back for better grip, paired with strengthened cover glass and high ingress protection; balances refined design with confidence for long‑term use.
• Oppo Reno 14 5G: Aluminium frame with glass on both sides for rigidity and a luxe feel, backed by Corning Gorilla Glass 7i to improve drop and abrasion resistance; prioritizes durability without compromising aesthetics.

Upgrade for Creativity

• Redmi Note 14 Pro+ 5G: Pick this if you want a versatile device that combines a wide colour palette with a subtle design touch. With 5 colours and a refined design element, it caters to users who value both personal expression and visual sophistication.
• Motorola Razr 60: Choose this if you want maximum creativity and style. Offering 4 colours and 2 distinct design elements, it’s perfect for premium users
• Vivo V50: Go for this if you prefer a stylish yet practical device. With 3 colour options and a thoughtful design feature, it balances aesthetic appeal with everyday usability.

Upgrade for Novelty

• Oppo Reno 13: At 7.2 mm and 181 g, the ultra‑slim, lightweight build delivers a crisp in‑hand feel that stands out in this price band; the refined design language and comfortable ergonomics make it an easy pick for users who want a fresh, premium look without bulk.
• Oppo F31 Pro+: With a 7.7 mm profile and 185 g weight, it leans closer to flagship territory through upgraded materials, fit‑and‑finish, and balanced performance; the result is a confident everyday device that looks and feels more expensive than its bracket.
• Apple iPhone 16e: At 7.8 mm and just 167 g, the notably light chassis enhances one‑handed use and all‑day comfort; the minimalist design and tight software polish reinforce a modern, uncluttered experience that reads as newly refined in the premium tier.

Upgrade to Mid Segment (₹12,001-₹25,000)

Upgrade for Ability

• OnePlus Nord CE 5: Pick this for a snappy, efficient mid-ranger: the high‑clock CPU delivers fluid multitasking, while the 7,100 mAh battery with 80 W charging minimizes downtime; the 50 MP main plus 16 MP selfie cameras keep everyday photos reliable.
• iQOO Z10: Choose this for endurance and crisp visuals: a 7,300 mAh battery with 90 W fast charging supports long, unplugged sessions, and the 32 MP front with dual 50 MP rear cameras offers sharp results for entertainment and social use.
• Realme P4 Pro: Go for this balanced all‑rounder: a 7,000 mAh battery, 80 W charging, and a 2.8 GHz processor ensure smooth performance, while 50 MP front and rear cameras provide consistent quality in a sleek, refined design.

Upgrade for Usability

• Motorola Edge 60 Fusion: Pick this for AI‑boosted photos and a smooth display; AI Night Vision, Smart Composition, and adaptive refresh deliver crisp low‑light shots and fluid visuals, making it a balanced choice for media and daily use.
• Realme 14 Pro Lite: Choose this for efficient, dependable performance; AI Power Saving, Smart Performance Mode, and AI Scene Recognition keep the phone responsive while optimizing battery and point‑and‑shoot results in the mid‑range.
• Redmi Note 14 Pro 5G: Go for this to get flagship‑style AI at a sharp price; AI scene detection, smart RAM management, and display tuning enable seamless multitasking and polished imaging without stretching the budget.

Upgrade for Durability

• Motorola Edge 60: With IP68/IP69 sealing, Gorilla Glass 7i on the front, and a grippy vegan‑leather back, it balances everyday toughness and comfort; the plastic frame keeps weight down without feeling flimsy, making it a durable daily driver.
• Motorola Edge 60 Fusion: IP68/IP69 protection plus an aluminum frame and Gorilla Glass Victus deliver a more rigid, premium shell with stronger scratch and drop resistance; the glass back completes a sturdy, long‑lasting build that still looks refined.
• Realme 14 Pro: An IP69 rating, Gorilla Glass 7i front, and vegan‑leather back combine practical protection with better hand feel; it’s a polished option aimed at withstanding daily wear while maintaining a sleek aesthetic.

Upgrade for Creativity

• Redmi Note 14 5G: Pick this if you want a versatile device that combines a wide colour palette with a subtle design touch. With 5 colours and a refined design element, it caters to users who value both personal expression and visual sophistication.
• Redmi Note 14 Pro 5G: Choose this if you want maximum creativity and style. Offering 5 colours and 2 distinct design elements, it’s perfect for users who want a phone that stands out while reflecting their personality.
• Tecno Pova Curve 5G: Go for this if you prefer a stylish yet practical device. With 4 colour options and a thoughtful design feature, it balances aesthetic appeal with everyday usability.

Upgrade for Novelty

• Vivo Y400 Pro 5G: Slim 7.7 mm, 182 g body with a 3D curved AMOLED makes it feel “flagship‑lite,” pairing comfy in‑hand ergonomics with bright, high‑refresh visuals at a mid‑range price.
• OnePlus Nord CE 5: About 8 mm and 175 g keeps it pocket‑friendly and genuinely light, delivering that clean, minimal everyday feel without the usual bulk in this segment.
• Motorola Moto G85 5G: At 7.59 mm and 171 g, it delivers a surprisingly premium, balanced hand‑feel and sleek aesthetics that uplift perceived value in the mid‑range.

Upgrade to Base Segment (₹6,001-₹12,000)

Upgrade for Ability

• Realme P3 Lite 5G: Base‑level 5G done right, big 6000 mAh battery with 45 W fast charge plus simple 32 MP rear and 8 MP front cameras for dependable, everyday shots.
• Realme P3x: Slight camera step‑up—50 MP dual rear + 8 MP selfie while keeping the same 6000 mAh/45 W combo, ideal if you want better imaging without losing endurance.
• Acer Super ZX 5G: Imaging‑first budget—64 MP triple rear setup for more shooting flexibility, with a still‑capable 5000 mAh battery and 33 W charging for moderate, all‑day use.

Upgrade for Usability

• Realme P3x: Pick this if you want AI-assisted camera and system optimizations in a mid-range device. With AI Scene Recognition, Smart Performance Mode, and AI-based power management, it ensures smooth multitasking and intelligent photography, making it a strong choice for users seeking efficiency and intuitive usability.
• Realme P3 Lite 5G: Choose this if you want a lightweight 5G device with AI-driven battery and camera features. Its AI Power Saving, AI Camera Enhancements, and Smart RAM Management deliver reliable performance and extended battery life, positioning it as a practical pick for everyday tasks without compromise.
• Redmi A5: Go for this if you want AI-powered basics at an entry-level price. With AI-assisted battery optimization, adaptive brightness, and intelligent app management, it provides a responsive and user-friendly experience, making it ideal for users who want simple, smart usability in an affordable device.

Upgrade for Durability

• Poco M7 Pro 5G: With IP64, it blocks dust and shrugs off splashes and light rain, while the plastic back and frame resist dents and won’t shatter if dropped, though they can pick up scratches; Gorilla Glass 5 on the front adds solid drop and scratch protection for everyday use.
• Realme P3x: Dual IP64 ratings provide strong dust sealing and splash resistance, and the mix of glass front with plastic back and frame helps absorb impacts without glass shatter on the rear; Gorilla Glass 5 reinforces the display against routine drops and pocket abrasion.
• Samsung Galaxy A06: Rated IP54, it handles limited dust and light sprays but is less water‑resistant than IP64 phones; the plastic frame and back are tough against cracks yet prone to scuffs, while Corning Gorilla Glass 5 on the screen improves survivability against common knocks and scratches.

Upgrade for Creativity

• Redmi 14C 5G: Pick this if you want a compact phone with a stylish touch. With 3 colour options and 2 design elements, it offers a good balance of personalization and subtle elegance.
• Poco M7 Pro 5G: Choose this if you want a bold, statement-making device. With 3 colours and 3 design elements, it’s ideal for users who want their phone to stand out and reflect a strong personality.
• Realme P3x: Go for this if you want a device that combines versatility with style. With 3 colours and 2 design elements, it offers a refined look while still allowing for personal expression.

Upgrade for Novelty

• Galaxy F06: At 8.0 mm and 191 g, it delivers a “lean 5G” feel—thin enough to slip into pockets easily while avoiding the top‑heavy feel common in budget 5G, so the novelty is everyday portability at a very low price point.​
• Alcatel V3 Classic 5G: About 8.16 mm and 187 g, which is notably slim‑light for a 6.67‑inch device; the draw is a sleek, commute‑friendly body that stays under 190 g without sacrificing mainstream features, adding a subtle premium vibe in the entry tier.​
• Itel A95: With 7.8 mm and 188 g, placing it among the thinnest in its class; the appeal is one‑hand comfort and a stylish, plate‑like profile that feels pricier than its bracket, making “ultra‑slim for the price” the key novelty.

Form Factor

Fold segment

• Ability: Vivo X Fold 5 leads for all-around capability—strong hardware, versatile cameras, and a mature multi‑window that powers heavy multitasking.
• Usability: Google Pixel 10 Pro Fold prioritizes intuitive gestures, smart task continuity, and AI assistance that simplifies fold‑specific workflows.
• Durability: Pixel 10 Pro Fold again wins IP68 Water and dust Resistant wit aluminiun frame and Gorilla Glass Victus 2 screen protection.
• Creativity: Samsung Galaxy Z Fold 7 stands out with S Pen ecosystem, pro‑grade editing, and large‑screen canvas for creators on the go.
• Novelty: Galaxy Z Fold 7 tops buzz with cutting‑edge fold mechanics, ecosystem polish, and flagship marketing that signals “next‑gen.”

Flip segment

• Ability: Samsung Galaxy Z Flip 7 offers balanced performance, cameras, and cover‑screen utility, making it the most complete daily flip.
• Usability: Motorola Razr 60 Swarovski Edition emphasizes a super‑useful outer display and light, pocketable ergonomics that reduce flips open.
• Durability: Razr 60 Swarovski Edition is favored for hinge feel and protective finishes; the special edition adds build detailing that wears well.
• Creativity: Razr 60 Swarovski Edition encourages novel angles and hands‑free shots, making the flip form a creative tool beyond selfies.
• Novelty: Galaxy Z Flip 7 dominates attention with refined cover‑screen features, trendy colors, and mainstream appeal for first‑time foldable buyers.

Compact segment

• Ability: Apple iPhone 16e delivers flagship‑class efficiency, reliable cameras, and long support in a small 6.3” display for power users who prefer compact phones.
• Usability: Google Pixel 10 focuses on clean Android, on‑device AI, and helpful features that make a small phone feel effortless.
• Durability: Apple iPhone 17 is highlighted for its robust build, protective glass, and ingress protection that withstands daily compact carry.
• Creativity: Google Pixel 10 Pro brings computational photography and smart editing tools that unlock creator workflows without bulk.
• Novelty: Apple iPhone 16e feels fresh by distilling core iPhone experiences into an attainable compact, appealing to upgraders seeking simplicity. With just 7.8mm thickness and 167g weight, it tops the novelty segment under the compact smartphones.

Brand Chance

• Overall Brand Preference: Samsung leads the market with a 13.0% share, driven by a higher number of releases this year that have strengthened its position as a preferred brand among consumers. It is followed by Realme (11.4%), while Oppo and Vivo share the next spot at 8.9% each.

• Luxe Segment Performance: Samsung (30.8%) dominates with a significantly higher number of releases, making it the most visible and likely choice for consumers in this segment. Apple and Google, each at 15.4%, follow closely — together, these three brands account for more than half of the total segment volume.

• Premium Segment Brand Chance: Oppo (23.1%) holds the highest brand chance in the premium segment, indicating stronger consumer preference and availability, followed by Vivo (19.2%) and Realme (15.4%), which also maintain notable consideration levels in this category.

• Mid-Range Segment Brand Chance: Realme (15.5%) leads in brand chance within the mid-range segment, reflecting its strong presence and consumer reach. Oppo (11.1%) follows in second place, while Tecno and Vivo both stand at 8.9%, showcasing close competition for consumer choice in this range.

• Base Segment Brand Chance: Lava (16.0%) records the highest brand chance in the base segment, driven by its consistent releases and value offerings. Poco, Itel, Samsung, and Realme each register 12.0%, reflecting comparable likelihoods of being chosen by consumers in the Base Segment.

Techarc Upgrade Recommendations

The upgrade reasons are categorised into 5 ‘tys’ by Techarc, which are ‘Ability’, ‘Usability’, ‘Durability’, ‘Creativity’, and ‘Novelty’.  Techarc benchmarked all the models available for consumers in this festive season of 2025 and identified the smartphone models that offer the maximum value to consumers by the upgrade reason categories.

End Note: Scope and Segmentation

Coverage: The analysis includes only smartphones launched in India during calendar year 2025 and available for purchase in the festive season window; carry‑forward models from earlier years are excluded unless refreshed or relaunched in 2025.

Price segments used: Entry up to ₹6,000; Basic ₹6,001–₹12,000; Mid ₹12,001–₹25,000; Premium ₹25,001–₹50,000; Luxe above ₹50,000.

Interpretation: Segment placement is based on effective festive‑season transactional price (after official promotions and bank offers), not solely on MRP; where multiple variants exist, the base variant price determines placement.

Feature context: AI-labeled models are counted when on‑device or integrated cloud features materially enhance photography, productivity, or system assistance; mere marketing tags without user‑visible capability are not counted.