In a strategic move to deepen its foothold in the Indian consumer appliances market, Samsung Electronics is ramping up its AI-led innovation efforts with a strong local focus. The South Korean electronics giant is introducing India-specific features and support for vernacular languages across its line of smart appliances, aiming to drive adoption and capture a greater share in the highly competitive domestic landscape.

At a media roundtable, senior executives from Samsung Electronics revealed that India now ranks third globally in terms of SmartThings app users, with over 23 million registered users. SmartThings, the company’s proprietary platform to manage IoT-enabled devices, boasts a global user base of 390 million, with India’s adoption growing rapidly.

“We have approximately 23 million registered users of SmartThings in India. The number of connected devices is growing fast a 39% global increase in 2024 alone”, said Deokho Kim, Vice President and Head of Software Group at Samsung Electronics.

Samsung’s aggressive AI strategy is backed by the prediction that 70% of its appliance sales in India will soon stem from AI-powered products. Initially available in premium offerings, the company has now extended AI functionality to mid-range appliances through the development of Tizen Lite, a streamlined version of its Linux-based Tizen operating system. This enables even non-screen appliances to incorporate features such as Bixby voice control and intelligent diagnostics.

“Tizen Lite is adapted for our mid-end products without screens, enabling them to support key features like Bixby, AI Energy Mode, AI Wash, and AI VRT+ innovations previously reserved for our premium segments”, said Moonkeun Lee, Vice President and Head of AI Solution Lab at Samsung Electronics.

In a first-of-its-kind move tailored for the Indian market, Samsung will soon add nine Indian languages Hindi, Bengali, Marathi, Gujarati, Oriya, Tamil, Malayalam, Punjabi, and Telugu to its Family Hub refrigerators. The multilingual interface is expected to significantly enhance accessibility and ease of use for a wider consumer base.

“India is the only country where we operate four separate software centres spanning mobile, consumer electronics, and home appliances, in addition to a dedicated Samsung Design Centre in Delhi”, said Sungil Hahm, Vice President of Samsung Electronics’ Software R&D Group. “These teams are instrumental in developing localized features to cater specifically to Indian needs”.

Samsung’s approach is based on delivering three key customer values ease of use, savings, and care. According to the company, its development teams actively engage with Indian consumers through interviews and data analysis to understand usage habits and pain points, allowing them to offer solutions tailored to regional preferences.

Examples of such India-specific customizations include:

A ‘Stain Wash’ function integrated directly into washing machine control panels, unlike in other markets where it is a downloadable SmartThings feature.

Customized AC cooling solutions, developed after lifestyle research showed that Indian users often operate fans and air-conditioners simultaneously.

A proactive support feature called ‘Home Care Plus’, which helps detect and diagnose issues across Samsung’s AI home appliances.

The company’s Bespoke AI range now more accessible with expanded mid-range offerings promises energy savings between 10% and 70%, and uses AI-based diagnostics to enable proactive maintenance. Samsung emphasized that consumer data collected from connected devices is securely stored and protected by Samsung Knox, the company’s enterprise-grade security platform.

By combining global tech expertise with local insights, Samsung is clearly betting big on India as a strategic growth market. With continued investments in R&D, software localization, and AI-powered efficiency, the company aims to solidify its leadership in smart home innovation while bridging the accessibility gap for millions of Indian households.

“We believe that our focus on meaningful innovation, designed with Indian consumers in mind, will further strengthen Samsung’s leadership in AI appliances in India”, the executives concluded.