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Samsung to launch cheaper phones to lure millennials, fight Chinese rivals

As smartphone sales growth sputters in saturated Western markets, every smartphone maker from Apple Inc. to Samsung and Xiaomi are looking to India to boost their fortunes

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The logo of Samsung Electronics is seen at its office building in Seoul | Photo: Reuters

Saritha Rai | Bloomberg New Delhi
Samsung Electronics Co. unveiled a new range of inexpensive smartphones for India, seeking to win back customers in the world’s fastest-growing smartphone market and regain ground lost to Xiaomi Corp. and other Chinese rivals.

The three M series devices, all priced below 20,000 rupees ($283) apiece, will launch on February 5 on the Samsung India online store as well as Amazon India, the South Korean manufacturer said. The cheapest of the range will sell for less than 10,000 rupees. The company will later take the devices to other markets.

“It’s aimed squarely and entirely at millennials who form a third