Samsung India will focus on a county-level business strategy for its consumer electronics business, said vice president of marketing for consumer electronics, Rajeev Bhutani.
The plan includes rolling out value-for-money models across entry-to-mid segments, expanding branches from 35 to 47, and a separate investment plan for market development. The company is also building its service capabilities in these markets.
Bhutani said that the 80 counties the company had identified on the base of purchasing power, had the potential for healthy double-digit sales on a long-term basis. Mid-segment products had started selling even in smaller rural markets. “This includes frost-free refrigerators and washing machines. The improvement in infrastructure and electrification is driving the demand. We want to create the market for mid-end value products,” he added.
“We are now addressing almost 90 per cent of the market,” said Bhutani. About 75 percent of Samsung India’s sales come from the mobile phone business and the remainder is generated from consumer electronics.
