Samsung is gearing up to introduce artificial intelligence-based commands in Indian regional languages, along with tailored features for the local market. These initiatives are part of the company’s larger plan to solidify its footprint in India’s fiercely competitive consumer electronics sector. Company officials emphasised that these localised enhancements are designed to foster stronger connections with Indian users and drive business growth. The rollout of these features coincides with Samsung's increasing traction in India, where its SmartThings app has witnessed rapid adoption. The app has now secured the third spot globally in terms of the number of registered users.

“We have close to 23 million SmartThings users in India, making it the third-largest user base globally, following the United States and Brazil,” the executives noted. They added that the number of devices connected through SmartThings has seen a sharp rise, growing by 39% globally in 2024 compared to the previous year.

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Samsung is also bringing advanced AI functionalities to its mid-segment appliances in India, aiming for AI-integrated products to account for 70% of its local sales. With a global SmartThings user base of approximately 390 million, the company is leveraging this momentum to cater to the surging interest in smart home technologies.

Previously reserved for high-end products, Samsung’s AI features—powered by the lightweight Tizen Lite platform—are now being incorporated into mid-range appliances that do not have built-in screens. This upgrade allows these devices to support voice assistant Bixby and other smart features, aligning with Samsung’s broader objective to offer India-specific product lines tailored to local preferences. In a major localisation move, Samsung is adding support for nine Indian languages—Hindi, Bengali, Marathi, Gujarati, Oriya, Tamil, Malayalam, Punjabi, and Telugu—to its Family Hub smart refrigerator starting next month. Company representatives highlighted the critical role India plays in Samsung’s global operations, pointing to dedicated R&D efforts focused on Indian consumers.

Sungil Hahm, Vice President of the Software R&D Group at Samsung Electronics, stated, “India is the only market where we operate four specialised software centres—spanning consumer electronics, mobile, and home appliances. We also have a Samsung Design Centre in Delhi, where teams work specifically on developing features customised for Indian users.”