"India is the most strategic market for Samsung. Smartphone or consumer electronics penetration is still not 100%. So that is going to be the number one priority-how do we reach out to consumers who still do not have a refrigerator or TV or washing machine. The mobile phone is almost penetrated at 85%, I believe, but it will evolve in a different direction where premiumisation will kick in, a mass of under-Rs 15,000 users will now migrate up to Rs 25,000, then Rs 40,000 price point."