Samsung pivots to smart, AI devices in new-age shift

AFTER THREE DECADES in India marked by manufacturing scale-up, R&D expansion and local design capabilities, Samsung is preparing for what it sees as the next phase of its India journey — one centred on connected devices, smart-things and AI-led ecosystems.

- OJASVI GUPTA

This push comes even as the consumer electronics and smartphone industry faces signs of stagnation amid inflationary pressures and uneven demand recovery.

In an interaction with a select group of journalists on Tuesday, JB Park, President and CEO of Samsung Southwest Asia, said, “The next phase is about transformation”. Apart from the focus on connected devices, exports are expected to play a larger role in the coming years. He said that around 50% of smartphones manufactured by Samsung in India are exported, with the remainder serving domestic demand.

Park said that the company expects to outperform the broader market by gaining share in key categories such as smartphones, consumer electronics and network equipment, despite a challenging industry outlook in 2026.

He said calendar year 2025 began cautiously, with urban demand under pressure and global trade uncertainty weighing on sentiment.