Samsung Electronics to launch value for money products aimed at rural markets

Consumer electronics brand, Samsung Electronics, has launched an ‘attack district’ project to push sales of its televisions, refrigerators and washing machines in 80 key districts of India.

This is for the first time Samsung India will focus on a district-level business strategy for its consumer electronics business.

Rajiv Bhutani, Vice-President, Marketing (consumer electronics), said, "It includes rolling out value-for-money models internally known as 'attack district products' across entry-to-mid segments, expanding branches to 47 from 35 and a separate investment plan for market development. We are moving from channel to district operation having identified districts with huge potential."

He said, "We expect almost 2.5 times growth in smaller markets with such a strategy. We are making huge marketing investment for this."

The company is also building its service capabilities in these markets. It has identified districts with long-term business potential as per purchasing power.

According to Bhutani, the 80 districts hold the potential to contribute healthy double-digit sales. Mid-segment products have started selling even in smaller rural markets.

 He said, “This includes frost-free refrigerators or washing machines. The improvement in infrastructure and electrification is driving the demand. We want to create the market for mid-end value products."

Samsung is focusing on its Make in India initiative to drive innovation and product development for these markets. The company will launch products such as refrigerators that run on solar energy or specially developed semi-automatic washing machines for the rural markets.