Samsung Eyes Value Segment Growth With A Series Even As Overall Market Flattens

Samsung grew faster in the value segment compared to the market, and with the launch of the Galaxy A26, A36, and A56, the company is looking to strengthen its position further, despite a flat growth outlook for the overall smartphone market.

Aditya Babbar, vice president, MX business, Samsung India, told NDTV Profit that there's growing importance of the Rs 20,000-50,000 segment, where AI-driven features, durability, and camera upgrades are key differentiators.

“The value segment is expanding at over 20%, and we want to be at the forefront of this growth,” Babbar said. With prices starting at Rs 22,900, the A Series is positioned to attract consumers looking for premium features at competitive pricing.

India's smartphone market has remained largely flat over the past three years, with shipments hovering around 14.5-14.7 crore units annually.

Analysts expect 2025 to follow a similar pattern. However, Samsung sees a stronger demand in tier-2 and rural areas, where smartphone adoption is accelerating.

"With longer replacement cycles, consumers are looking for meaningful upgrades, and hands-on demos play a crucial role, especially in smaller cities. Financing and EMI plans are also making premium devices more accessible in these markets," Babbar said.

Samsung is also expanding its 5G portfolio, with a focus on bringing more 5G-enabled devices under Rs 10,000. At the higher end, the S25 and S24 series will continue to cater to premium buyers.

The company aims to sell over 10 million A Series devices this year, contributing to its goal of taking overall A Series sales from 89 million to 100 million, Babbar said.

While competition remains intense, Samsung is betting on a mix of affordability, design, and AI-led innovation to sustain its momentum in 2025 and beyond.