Samsung switches focus on mass segment as pressure to go rural grows

Samsung is also building its service capabilities

After years of putting the spotlight on the premium end of the durables market, Korean electronics major Samsung has now turned its focus on the mass segment as the pressure to go rural grows. The move will pit Samsung directly with arch-rival LG, the leader in consumer durables in India with over 25 per cent market share, especially at the mass end.

Nearly half of the home appliances market by volume and 40 per cent by value is made up of categories such as direct cool refrigerators, semi-automatic washing machines and lower-end flat panel television sets, sector experts say. Demand