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Samsung to launch India-first smartphones to counter Chinese rivals

The three new M-series phones, which Samsung plans to sell only through its website and's Indian operation, will help the company to double online sales


Samsung Galaxy X
Representative image

plans to launch a budget series in ahead of a global release, aiming to regain ground ceded to Chinese rivals such as in the world's second-biggest market.

The South Korean company's Indian market share by shipments has lagged Xiaomi's in two of the three 2018 quarters for which data is available, according to

The three new M-series phones, which plans to sell only through its website and's Indian operation, will help the company to double online sales, the of Samsung's Indian mobile business told

"The M series has been built around and incepted around Indian millennial consumers," said, adding that the phones will be rolled out globally after the Indian launch at the end of January.

He declined to give specifics but said that account for a double-digit percentage of the company's overall revenue.

Samsung's sales in touched Rs 373.5 billion ($5.3 billion) in the 12 months to end-March 2018, according to regulatory filings sourced by, a platform.

The India-made phones, priced from less than Rs 10,000 ($141.80) up to Rs 20,000, will carry chunkier batteries and features such as quick charging, Warsi said.

has been sharpening its focus on India, home to more than a billion and where roughly 350 million users still do not use

Last year it opened what it said was the world's biggest on the outskirts of Indian capital as well as its biggest mobile phone store globally in

"A lot of our insights, R&D and developments for consumers in ... they have great connect with many other consumers in many other parts of the world," Warsi said.

Samsung's Indian business sells its phones through 250,000 and more than 2,000 exclusive stores, with support offered by 2,000 service centres.

First Published: Mon, January 14 2019. 00:04 IST