Bring on the Battle

With the launch of its affordable Galaxy M series, Samsung takes on Xiaomi and hopes to regain some lost ground

If there was an award for the doughtiest mobile handset brand in India, Samsung would win it hands down. From a time it had to establish the brand, greatly helped by its robust consumer durables business, it took on some of the homemade Indian companies and the likes of Nokia with quiet determination. In the process, it saw the exit of many of these players and now is in direct confrontation with Chinese brands. Through this period, Samsung has seen the Indian market grow from an era in which the mobile phone was for the privileged to now, when it is hard to find someone without it.

It was in 2004 when India saw the first Samsung handset and, with time, the company’s strategy gained form and shape. Over the past few years, it has found a sweet spot in handsets priced at over Rs.20,000, especially in the segment where the consumer pays at least Rs.30,000. With a strong distribution network, its product range that includes featur


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