"Capture the Indian Market" Samsung, Following Galaxy F Preview, Rehires Competitor Executives

[Asia Economy Reporter Joselgina] Samsung Electronics is accelerating its efforts to expand market share in India, the world's second-largest smartphone market, amid rising anti-China sentiment. While strengthening its mid-to-low-end lineup, including the Galaxy F series, it has also rehired executives from competitors for aggressive marketing.

According to IT news outlet SamMobile on the 22nd (local time), Samsung Electronics India recently rehired Sumit Walia, formerly of Chinese smartphone manufacturer Oppo, as the head of marketing for its mobile division. Sumit Walia previously worked at Samsung Electronics for nine years and also had experience at Huawei, LG Electronics, and Videocon. He is credited with playing a key role in Oppo rising to fifth place in market share in India over the past year.

Local media analyzed this move as Samsung Electronics' effort to expand its market share. It is expected that experts who previously worked at Samsung and then moved to companies like Oppo will rejoin Samsung Electronics starting with this.

Samsung Electronics is currently engaged in fierce competition with Chinese smartphone manufacturers for the top spot in India. As of the second quarter, Samsung's market share in the Indian smartphone market stands at 26%, ranking second after Xiaomi. However, during the same period, Samsung reclaimed the number one position (24%) in the overall mobile phone market, including feature phones, surpassing Xiaomi and Vivo.

Especially following the bloody clashes at the Himalayan border, anti-China sentiment has intensified in India, leading to expectations that Samsung Electronics will benefit. Previously, Samsung had fallen to third place due to the low-price offensive from Chinese manufacturers including Xiaomi, but it has since launched mid-to-low-end phones such as the Galaxy M01, M11, A31, and A21S in rapid succession as a major countermeasure. Currently, among the top five brands in the Indian smartphone market, four (Xiaomi, Vivo, Realme, Oppo) are Chinese companies, excluding Samsung Electronics.

Samsung Electronics has also announced plans to launch the Galaxy F series. On the 19th, Samsung Electronics India posted on its Twitter account an image of a young person’s back with the phrase 'Full-On' tattooed on the nape, stating, "The new 'Galaxy F' will leave a mark on you." This is expected to further strengthen the local mid-to-low-end lineup.

Samsung Electronics is not the only company accelerating market share expansion amid rising anti-China sentiment in India. With a population of 1.4 billion, the Indian market is considered to have significant growth potential due to its still low smartphone penetration rate. Market research firm Statista estimated that as of 2022, smartphone usage in India is less than 40%.

Apple will open an Apple Store online in India starting on the 23rd, selling products directly to consumers. Until now, Apple had sold products through local e-commerce companies such as Flipkart and Amazon.