Samsung has seen consumers in small towns in India preferring to buy premium television, refrigerators, washing machines and microwave ovens this festive season. In the first half of the festive season, in the month of October, Samsung saw 68% growth in premium sales while overall sales have grown by 36%.
“This has been the best October ever for us, as consumers across the spectrum looked to upgrade their lives especially in the tier 2 and tier 3 cities. The demand is shifting towards premium electronics products. We have tried to make all our retail touch points as safe as possible for our consumers,” said, Raju Pullan, Senior Vice President, Consumer Electronics Business, Samsung India.
Samsung witnessed an encouraging growth of 32% for its overall TV category, with 65-inch and above category growing by 80%. Owing to various factors such as rise in content consumption on OTT platforms, online learning for children and Work from Home, consumers are not only looking for superior technology but also improved aesthetics for their TVs to meet their evolving lifestyle needs. Catering to the changing consumer needs, Samsung witnessed an encouraging growth of 50% for its premium TV category.
As consumers continue to venture out less and stock more food at home, there has been a spike in demand for large capacity Samsung refrigerators. In the premium Side-by-Side refrigerator category, Samsung witnessed an overall growth of 75% and the frost free 350L and above segment grew by 40%. In the small-town India, Frost Free 350L and above refrigerators segment saw a 70% growth while the side by side refrigerators saw a huge 100% jump.