Samsung plans to double the number of its Samsung Exclusive Stores (Economy) in India by the end of 2025, aiming to reach 800 stores. The move highlights a strategy to cater to the growing demand in second and third-tier cities beyond Delhi and Mumbai, where economic growth and a rising middle class are driving increased interest in Galaxy devices.
“In many parts of Indian rural towns, I see that consumers are more attached to the experience. The strategy is to build experience stores across all towns, especially in rural markets, where consumers can walk in, and our promoters or field sales force can help them touch, learn, and experience the technology. This is something that you just cannot get from an online experience,” said J B Park, President and CEO, Samsung West Asia.
These smaller stores serve as crucial touch points for consumers to buy Samsung Galaxy smartphones in smaller cities, where many still prefer to visit a physical store. The shift towards increasing offline sales channels reflects a trend among large smartphone players, even as traditional e-commerce platforms remain essential for volume growth.
India continues to be a key target market for global smartphone brands like Samsung and Apple due to its burgeoning middle class, young population, and large market size. With premium smartphones gaining traction, companies are focusing more on the high-end segment. Programs such as Samsung Finance+ are helping make premium smartphones more accessible, especially in states like Bihar, Jammu and Kashmir, and the Northeastern states, where there is a high attach rate.
India’s smartphone market is projected to surpass $50 billion in value by 2025, driven by the ongoing trend of premiumisation. According to market research firm Counterpoint, the retail average selling price (ASP) of smartphones in India is expected to exceed $300 for the first time this year. This shift is encouraging brands to implement affordability schemes, making premium smartphones more accessible in both large and smaller cities.