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As one of the fastest-growing economies in the world, India represents a golden opportunity for global technology brands. Samsung, which has long been a leader in the Indian smartphone market, is now facing increased competition, particularly from Chinese brands. With the Indian market’s GDP growth rate expected to surpass 6% for 2025/2026, Samsung is doubling down on its efforts to maintain its competitive edge and expand its presence. This article takes a closer look at Samsung’s strategic investments in India, its battle with Chinese rivals, and its future plans for growth.
Samsung’s Push to Stay Ahead in India’s Competitive Market
India’s smartphone market has become one of the most challenging for Samsung, not only because of the sheer volume of competitors but also due to the dominance of Chinese brands like Vivo, Xiaomi, and Oppo. These brands have grown rapidly, capturing significant market share, with Counterpoint Research noting that Samsung’s share in India dropped to 11% by Q4 2024, falling behind its Chinese counterparts.
In light of this, Samsung is intensifying its efforts to maintain and expand its market share. The company is ramping up its investment in R&D, particularly in Bengaluru and Noida, where it is focusing on developing Galaxy AI features tailored to India’s multilingual environment. This push includes producing the upcoming Galaxy S25 at the Noida plant.
Samsung’s approach also includes a more localized manufacturing strategy, aiming to produce flagship phones within India, which should help reduce costs and increase its competitiveness against Chinese brands that benefit from local production. The company’s top executive, TM Roh, personally visited India after the 2025 Mobile World Congress to assess Samsung’s strategy and engage with local production and sales facilities.
The competition in India is growing fierce, but with India’s anticipated GDP growth, Samsung’s presence in the market is more crucial than ever.
What Undercode Says: Samsung’s Focus on India and the Challenges Ahead
Samsung’s strategy in India reflects a growing understanding of the market’s complexities. India’s rapidly growing consumer base and its expanding digital economy are significant factors that make it an essential battleground for smartphone manufacturers. The country’s diverse languages, cultures, and consumer behavior patterns present both a challenge and an opportunity for Samsung, which aims to tap into this potential through tailored AI solutions.
The opening of new R&D centers in Bengaluru and Noida is a direct response to this need. By focusing on local language support for its Galaxy AI, Samsung is showing a keen awareness of India’s linguistic diversity. This localized AI development could make its smartphones more appealing to Indian consumers, who often prefer technology that speaks their language—both literally and metaphorically.
However, Samsung’s declining market share in India is a sign of the increasing pressure it faces. Chinese brands like Xiaomi and Vivo have made significant inroads into India by offering high-quality smartphones at more aggressive price points, something Samsung has struggled to match in recent years. This shift has forced Samsung to recalibrate its approach, focusing on both affordability and high-end features to appeal to a broader range of consumers.
TM Roh’s visit to India is indicative of the urgency Samsung feels to maintain its market leadership. The personal touch from top leadership is not only a strategic move to strengthen local relationships but also a signal that Samsung is willing to invest both in infrastructure and human capital to meet the competition head-on.
The shift in focus towards local production, combined with aggressive marketing campaigns like those targeting Ramadan in the Middle East and Africa, shows that Samsung is not just concentrating on India but is also strategically positioning itself across multiple growing regions.
As the battle for market share intensifies in India, the coming years will be critical for Samsung. It will need to continue innovating while adapting its strategies to the local market’s demands. India may still be a highly competitive and dynamic market, but with the right investment and execution, Samsung can maintain its relevance and even emerge stronger.
Fact Checker Results
- Market Share Decline: Samsung’s market share in India did indeed drop to 11% by Q4 2024, according to Counterpoint Research.
R&D Expansion: Samsung is expanding its R&D centers in Bengaluru and Noida, with a focus on Galaxy AI features supporting Indian languages.
Production Shifts: Production of the Galaxy S25 is slated to begin at Samsung’s Noida plant, aligning with the company’s strategy to boost local manufacturing.
References:
Reported By: https://www.sammobile.com/news/samsung-mx-boss-tm-roh-jets-to-india-as-competition-heats-up/
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