New Delhi: Samsung India is shifting its festive season strategy towards Tier 2 and Tier 3 cities, where rising smartphone penetration, improved internet connectivity, and growing disposable incomes are driving technology adoption. The company sees these regions, often referred to as “Bharat,” as critical to sustaining growth in the consumer electronics segment, particularly in AI-enabled smartphones. Aditya Babbar, Vice President of the MX Business at Samsung India, noted that premium smartphone adoption in smaller cities is accelerating faster than in metros, reducing the traditional divide between urban and semi-urban markets.
With over 20,000 retail outlets across India, Samsung is extending premium product experiences to towns such as Moradabad, Muzaffarnagar, and Jalgaon. These stores allow customers to test advanced features, including Galaxy AI, voice assistants, and AI-powered camera tools, providing hands-on exposure to new technologies. Recognizing the role of language in influencing technology adoption, the company has also trained store consultants to communicate in local languages and dialects, making devices more approachable for first-time or less digitally fluent buyers.
Affordability remains central to this strategy. Samsung is working with non-banking financial companies and other partners to expand financing options, enabling access to premium smartphones for customers who may not have credit cards or formal banking support. By focusing on accessibility, localized education, and financing, Samsung is positioning itself to capture growing demand from India’s semi-urban markets. The approach reflects broader trends in the country’s digital economy, where smaller cities are emerging as key drivers of consumer technology growth.
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