The company is looking to increase its market share in the fully automatic washing machine segment to 32% this year, from 24.6% currently in the category, which is around 60% of the estimated total of 90 lakh units per year. market in India.
Samsung India recently launched a new line of fully automatic front loading washing machines featuring artificial intelligence (AI) and a bilingual user interface in Hindi and English. “ Our ambition is to move from second place to first place, from a 24.6% share to a 32% share in the fully automatic (segment) in this year 2021, ” Samsung said. India Senior Vice President, Consumer Electronics Business, said Raju Pullan at PTI.
At present, its rival LG occupies the first place in the segment of fully automatic washing machines.
“ With the target of 32% (market share) that we have set for ourselves, we will be the number 1 brand, ” he said, adding that the company would achieve this through distinct product differentiation and of products and building on Indian innovation and doing so for the India range. “Our clear ambition, in providing this kind of washing machine specially designed for India, is to be number one (in the fully automatic segment),” he said.
The entire interface of the new range which is equipped with Samsung’s exclusive EcoBubble technology which quickly penetrates fabrics and easily removes dirt with extra fabric care was developed by the Samsung Research Institute in Bangalore, he said. declared.
This is the reason why the Hindi language is in the washing cycle that consumers prefer. This is the basis of our whole vision of Samsung to propel digital India from 2021, ” added Pullan.
The Internet of Things (IoT) enabled range can be connected to Samsung smart devices such as Galaxy smartphones, Samsung smart TVs and Family Hub fridges, as well as voice devices such as Alexa and Google Home, providing users a seamless connected living experience.
Samsung India will launch 21 models as part of the new lineup and 16 of them are AI compatible, he said.
“The fully automatic segment will currently contribute 60% to the overall washing machine market. We see that the fully automatic segment is the fastest growing segment as consumers view convenience as one of the main purchasing factors, ” he added.
When asked if the company would focus solely on the high end of the market, Pullan said, “We will be a technology player and we will also be a value player and a volume player. We will be aggressive in all the segments that are there. The company will continue to grow and take advantage of all segments, whether semi-automatic or fully automatic thanks to “ technological superiority and very strong differentiation in the right segment, ” Pullan said. .