Samsung crafts India comeback as anti-China wave surges

Samsung Electronics Co Ltd is forging a comeback in India's smartphone market with a new range of budget devices and a ramped-up online presence, aiming to recoup ground ceded to Chinese rivals such as Xiaomi Corp.

But India still accounts for some US$7.5 billion in annual retail smartphone revenues for Samsung, according to Counterpoint, making it the company's biggest market outside the United States.It has built what it has described as the world's largest mobile phone manufacturing plant on the outskirts of New Delhi, where it tests new devices and often assembles them for export.

"The COVID crisis has pushed people to use smartphones for everything from online education to digital payments to even connecting with friends on video calls. That's why these budget phones are focused on the mass market," said a source familiar with Samsung's strategy in India. Anti-China sentiment is nothing new in India, where the Chinese have a reputation for cheaper products. Samsung, despite a better brand reputation, has struggled to woo price-sensitive Indian customers.

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