Samsung India is setting ambitious targets for 2024, aiming for a growth rate of over 13% despite a stagnant mobile market in the previous year. The company’s strategy revolves around tapping into the mid-range segment, where it witnessed significant growth in 2023.
Raju Antony Pullan, Senior VP of Mobiles at Samsung India, discussed the company’s plans during the launch event of the Galaxy A35 5G and Galaxy A55 5G smartphones. Priced between ₹30,999 to ₹42,999, these devices are poised to attract consumers looking to upgrade from entry-level smartphones.
Samsung’s focus on the mid-range segment is underscored by its efforts to incorporate flagship-like features into the new Galaxy A series phones. With features such as Gorilla Glass protection, AI-enhanced cameras, and advanced security features, Samsung aims to offer compelling options for budget-conscious buyers.
Pullan also highlighted the potential impact of upcoming elections on consumer demand, noting a surge in content consumption in the market. By strategically launching products to meet the increased demand for data-intensive activities during the election season, Samsung aims to leverage this trend to drive sales.
Recognizing the importance of small cities and towns in driving sales, Pullan emphasized the need to expand Samsung’s reach in these areas. Sales in smaller towns and cities have outpaced those in larger cities, prompting Samsung to enhance its customer touchpoints to cater to this growing demand.
According to Counterpoint Research, Samsung regained its position as the top smartphone vendor in India in 2023, capturing an 18% market share. The success was attributed to the strong performance of the Galaxy A series, coupled with aggressive offline marketing efforts and a focused approach in the premium segment.
