South Korean electronics giant Samsung is stepping up its game in India’s competitive appliances market by rolling out artificial intelligence-powered features tailored to local languages and consumer needs. The company aims to deepen its connection with Indian users through vernacular AI commands and innovations designed specifically for the Indian lifestyle.
Executives revealed that the strategy is backed by impressive growth in the adoption of Samsung’s SmartThings app in India, which now boasts around 23 million registered users—making India the third-largest market for the platform, behind only the US and Brazil.
“The number of registered devices linked to SmartThings is also rising rapidly, with a 39% global increase in 2024 compared to last year,” they added, highlighting the strong momentum in smart home adoption
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