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Samsung doesn't see India with one lens or one portfolio: Asim Warsi

IANS  |  New Delhi 

Unlike most Chinese manufacturers who are "one portfolio" players, South Korean giant does not see with one lens and one portfolio and believes in serving all consumers across price points, stresses Asim Warsi, Global Vice President,

Gearing up to launch two -- M10 for around Rs 9,500 and M20 for nearly Rs 15,000 -- with industry-first features this month, Warsi said the company is deeply committed to the whole ecosystem and not just one price segment.

"We are here to serve all consumers -- from flagship premium and luxury to mid-range, affordable and popular segments. Being a full-range player, we have a full deployment and infrastructure in place in the country," Warsi told IANS in an interview.

"We have been developing products for via our robust R&D and product design teams based here. We have made deep investments into the country. We do not see India from one lens or one portfolio, unlike others."

The first-ever 'M' series with features like Infinity V display and massive battery power are being manufactured for the at in Noida -- the world's largest mobile phone factory.

"India is the first market for the global launch of 'M' series. It will go to other markets later. The 'M' portfolio which will be made available through is singlemindedly designed and intended for millennials," informed Warsi.

Industry experts believe that Samsung, which is still the most vertical integrated in the Indian market, has set its eyes firmly on dethroning Xiaomi's highly successful 'Redmi' series in the affordable and mid-price range segment.

"has access to latest display, camera, memory and from hardware perspective. Further, it can enjoy global scale for the same 'M' models more than Xiaomi," Neil Shah, Partner and

According to Warsi, collective knowledge, understanding on tech and R&D and consumer behaviour -- the company has put all these together in conceiving the 'M' series.

"Nearly third of India's population are Studies show that more than half the are The 'M' series through the is designed for them."

The young consumers are on top of the chain when it comes to using the hardware and software and over-the-top (OTT) applications on their devices.

"They are very evolved, intelligent consumers and research drives them to best value devices and the 'M' series is just that -- in terms of battery, speed, display and visual richness. We have changed the bar with 'M' series in the popular price segments in the country," noted Warsi.

Galaxy M20 will house a massive 5,000mAh battery -- the first-ever on any Samsung smartphone -- a big plus for phone users in the country who treat battery life as one of their key requirements. The M10 will house a 3,500mAh battery.

"You will see evocative display, massive battery with power management solutions, memory management solutions, fast charging -- all in 'M' devices.

"In one word, these are powerful devices, made for India keeping the local requirements in mind," Warsi added.

According to him, the Rs 10,000-Rs 20,000 price segment is very large and high-growing segment.

"In fact, all price segments are growing but most important is what millennials are buying into. The 'M' series is going to give them what they are currently doing with their devices, including shopping.

"Our pursuit of the consumer is clear: wherever is the demand, we will be there," said Warsi.

(Nishant Arora can be contacted at



(Only the headline and picture of this report may have been reworked by the Business Standard staff; the rest of the content is auto-generated from a syndicated feed.)

First Published: Mon, January 14 2019. 13:22 IST