India has established itself as one of the most dynamically developing markets for home appliances with artificial intelligence (AI) features from Samsung. The South Korean electronics manufacturer noted that the number of connected devices in the country has increased ninefold over the past three years.
According to Samsung Electronics, the number of new connected Samsung appliances in India grew from 82,000 in 2022 to 732,000 last year. This was reported by Bona Lee, Vice President of Samsung Electronics and Head of the CX Insight Group for Digital Appliances Business.
Lee noted that the share of South Asia in the global number of connected Samsung devices rose from 2 percent in 2022 to 13 percent by 2026. Furthermore, the company exceeded last year's figures in just eight months of this year.
This rapid growth, according to Lee, is largely driven by a younger audience. She pointed out that 71 percent of active SmartThings users in India and South Asia are between twenty and thirty years old, which is higher than the global average of 48 percent. Lee stated that the company plans to introduce its AI-enabled devices in India concurrently with other global markets because it sees significant potential for AI appliances in India.
Moreover, over 50 percent of the appliances Samsung currently sells in India are equipped with AI features, reported JB Park, President and CEO of Samsung Southwest Asia. The company intends to expand AI capabilities not only to premium models but also to mid-range and entry-level appliances so that more consumers can benefit from the practical utility of AI devices and the 'Smart Home' concept.
Earlier in January, Samsung announced plans to roll out AI features to 800 million devices by the end of this year, double the 400 million devices from last year. India, being an important market for the South Korean chaebol, contributes to achieving this goal by becoming one of the fastest-growing markets for the company's connected and AI-equipped technology.
Responding to questions about the possible impact of geopolitical and macroeconomic difficulties, including the Middle East conflict, on consumer sentiment, Lee reported that Samsung has not yet observed significant discrepancies in global growth trends. She emphasized that there is significant growth in AI appliances in global markets, including India, and believes that the potential for 'Smart Home' development is also high. The company will continue to monitor the market situation and respond accordingly.
Regarding localization, Lee specified that over 95 percent of Samsung appliances sold in India are manufactured domestically, and a special team is working on products adapted to Indian culture and lifestyle. To address accessibility in a price-sensitive market, Samsung aims to launch its AI appliances simultaneously across all regions, with minor time deviations to account for specific regional characteristics. She added that software updates allow new features to be extended to devices released in 2024 and later without the need to purchase new units.
Nevertheless, Lee pointed out that the average selling price (ASP) of home appliances in India is slightly lower compared to other countries, but this is related to the needs of Indian consumers' lifestyles, not price sensitivity. Unlike markets where large capacity refrigerators dominate due to reliance on frozen products, Indian households prefer smaller refrigerators, reflecting the habit of buying fresh produce daily. Nevertheless, regarding AI adoption, Lee sees no significant difference between India and other markets. Moreover, the rapid growth of connected devices and the high proportion of young SmartThings users demonstrate strong potential for further AI implementation in India.
Lee noted that the demand for AI appliances is not limited to the premium segment, as mid-range and entry-level models are also popular among consumers. She reported that the average usage of this feature among Indian consumers is 10 percent higher than in other countries. Based on data from the company's ICX division in India, Lee presented the results of a recent survey in Delhi, Mumbai, Hyderabad, and Bangalore, which showed that high stress levels and busy urban lifestyles stimulate demand for AI appliances.
