As easy EMI facilities further transform consumer preferences in India, Samsung is fully committed to its foldable smartphone strategy. As far as Samsung is concerned, Easy EMI options have facilitated buyers to acquire devices of a higher value. A lot of customers set out for physical shop with a defined spending limit, however, the option of low-cost EMI makes it easy for them to upgrade, Aditya Babbar, Vice President, MX Business, Samsung India told Financial Express.
Shift in purchasing power:
This shift in purchasing power is playing a key role in driving the adoption of foldable phones, positioning Samsung at the forefront of India’s premium smartphone market.
“I visited a market in Churu (Rajasthan) and to my surprise, I saw a Samsung foldable phone on display. My first instinct was to wonder—why is this device here? The shopkeeper simply said, ‘Sir, wait,’ and moments later, a customer walked in and bought it on EMI. Over the years, I’ve observed a clear shift on the shop floor. Earlier, customers would say, ‘Show me a phone worth Rs 10,000 to Rs 20,000,’ or ‘Give me something in the Rs 20,000 to Rs 40,000 range,” Babbar mentioned.
“Today, the conversation has changed entirely. Now, customers say, ‘Show me a phone with an EMI of Rs 3,500 to Rs 4,000,’ or ‘Give me one around Rs 5,000 EMI.’ The mindset has evolved—consumers are highly aspirational. Anyone who can make premium devices affordable over time through EMI is going to win in this market,” he noted.
Customers are now genuinely empowered to embrace more expensive technologies due to better EMI options. Furthermore, the business observes a trend in which consumers are keeping their phones longer, so when they do upgrade, they look for high-end models with good value and performance.
In the Indian market, Samsung unveiled the Galaxy Z Fold 7, Galaxy Z Flip 7, and Galaxy Z Flip 7 FE. The Galaxy Z Fold 7 is available in Jet Black, Mint, Silver Shadow, and Blue Shadow colours. The starting price is Rs 1,74,999. The Galaxy Z Flip 7 costs Rs 1,09,999 and comes in Blue Shadow, Jet Black, Coral-red, and Mint colours. The Galaxy Flip 7 FE costs Rs 89,999 and comes in Black and White.
According to Babbar, Samsung is committed to delivering an exceptional consumer experience by combining cutting-edge innovation, intuitive design, and meaningful technology.
“What we truly believe is that delivering the best consumer experience is paramount. Take, for example, the seamless transition from watching content on the cover screen to continuing it on the main display—that fluid experience is incredibly important,” he said.
Focus on foldable smartphones and the incorporation of Galaxy AI:
As two important pillars of Samsung’s innovation strategy, Babbar emphasised the company’s intense focus on foldable smartphones and the incorporation of Galaxy AI. He highlights the company’s dedication to providing seamless user experiences, particularly with its foldable devices that facilitate seamless screen switching.
According to Babbar, Galaxy AI, which is based on on-device and hybrid intelligence, gives users more intelligent and natural-feeling interactions. Samsung is among the leaders in this quickly expanding category thanks to its years of R&D experience and leadership in the foldable market.
“We’re empowering users with the capabilities of Galaxy AI, which is built using hybrid on-device technology. At the same time, we’re delivering a foldable phone that feels as natural and reliable as a traditional bar phone, and that’s something we’re genuinely excited about. Samsung’s strong focus on foldable smartphones We at Samsung are incredibly excited about this launch. We’ve set ambitious targets for both series, reflecting our strong belief in their potential,” he concluded.
