With India emerging as a fast-growing market for AI-enabled appliances, Samsung India said it has witnessed multi-fold growth for connected devices in the country fuelled by higher disposable incomes and younger consumers. More than 50 per cent of the appliances being sold by the consumer durables major in India are now AI connected devices.
Bona Lee, Vice President, and Head of Experience Planning and CX Insight Group, DA Business, Samsung Electronics, said, “In 2022, only 82,000 Samsung appliances were newly connected. But last year, that number had grown to 732,000. That is a nine-fold increase in just three years. As a result, Southwest Asia’s share of Samsung connected devices worldwide has grown from 2 per cent in 2022 to 13 per cent in 2026.” India contributes a large chunk of sales to the company’s Southwest Asia business.
“This year, we have already crossed last year’s numbers in just eight months. The most important thing is that many of the users in India are from the younger generation. This rapid growth shows the strong potential we see for AI appliances in India,” Lee added.
Noting that more than 50 per cent of the appliances being sold in India are now AI-enabled, she added that the company’s strategy has been to expand “AI experiences” beyond premium products to mid-range and entry-level appliances.
Consumers in India are increasingly turning to AI features for convenience. “In India and Southwest Asia, 71 per cent of active SmartThings users are in their twenties and thirties. The global average is 48 per cent. This is a significant difference that also highlights the fact that Indian consumers are quick adopters of new technology. In India, the average usage of the AI energy-saving function is 10 per cent higher than in other countries,” Lee said.
Responding to a query on the impact of geopolitical and inflationary challenges on consumer sentiment, Lee said, “We are closely monitoring consumer sentiment and market conditions across regions amid the current geopolitical and macroeconomic uncertainties. So far, we have not seen any significant difference in growth globally. “
On localisation, Lee said over 95 per cent of Samsung appliances sold in India are manufactured domestically, with a dedicated team working on products tailored to Indian culture and lifestyle.
Published on September 20, 2026
