Samsung plans big comeback with premium smartphones in India

Eight years back, Samsung became the leader in the mobile phone industry in India with the roll out of "Galaxy S3" from its Noida facility.

Today, as the Indian smartphone market witnessed a modest 8 per cent (Year-on-Year) growth in 2019, the South Korean giant registered declining shipments among the top five brands.

The last eight years or so have seen Chinese invasion like never before (Chinese smartphone brands captured 72 per cent of the Indian market in 2019 compared to 60 per cent in 2018), launching devices with top-notch features while taking the average selling point (ASP) further down.

A premium player from the very beginning, Samsung faced the heat as smartphones became more affordable with each passing year, and players like Xiaomi and Vivo captured the affordable to mid-premium segments, forcing the company to launch online exclusive M-series in the budget segment and revamping the 'A' series in the mid-segment, which have so far been successful attempts.

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