After mobile phones, Samsung aims to grab a major share in consumer products segment

After establishing its name in the mobile phone market, Samsung Electronics is now aiming to grab market share in the Indian television and white goods market from its rivals LG and Videocon.

As of now, the South Korean conglomerate is expanding its portfolio of several consumer products such as single-door and smaller frost-free refrigerators, 32-inch televisions, semi-automatic washing machines and entry-to-mid segment microwave ovens, two senior industry executives to ET, requesting anonymity.


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With these expanded services, Samsung would also need more service centres, which it is soon planning to open in smaller towns of the country.

As per the executives, even if a segment isn’t marginally profitable or the growth rate is slow, Samsung does not plan to exit it, since its strategy is to be present across all price points.

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When contacted by ET, Samsung India VP Rajeev Bhutani declined to comment on internal strategies, but acknowledged the increasing in the number of service centres.

"We are hopeful that demand from the rural market will expand with a rise in growing aspirations of an expanding base of middle-class buyers. We sense a surge in the aspiration levels of the youth in small towns and even in rural areas who have good insights into new technology and want a better lifestyle," Bhutani said.

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To make a strong foothold in the consumer electronics business, Samsung aims to follow the same trade strategy as it follows in its smartphone business, which involves getting dealers and retailers to log details of each unit sold so that better customer service can be ensured while also tracking final sales.

Bhutani also shared the company’s excitement about the upcoming festival season, expecting to grow at double the market growth rate in the coming six months.

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