How Samsung is localising AI appliances for India, one saree and recipe at a time

Samsung is redefining the concept of the connected home through a strong emphasis on artificial intelligence tailored for the Indian market. Their innovative range includes refrigerators capable of identifying ingredients and washing machines that adjust settings based on fabric types. However, the key challenge lies in adapting these global AI solutions to the diverse and intricate cultural practices of India. In an insightful discussion with Business Today, JB Park, President and CEO of Samsung Southwest Asia, shared the company’s approach to localization. He highlighted that the distinctiveness of Indian cuisine and textiles requires a more nuanced AI strategy. Park mentioned, "Yes, there are India-specific features. For instance, when washing a saree, the AI can automatically detect the fabric type and adjust the washing cycle accordingly." This attention to detail is vital, as traditional Indian garments often differ significantly from typical Western clothing, necessitating specialized care. Food plays a central role in Indian households, and Samsung is keenly aware of this reality. Park explained how their kitchen appliances are being customized to resonate with Indian culinary practices. “In our microwave ovens, we’ve integrated special recipes tailored for Indian cooking.” The innovation doesn’t stop at recipe suggestions. Samsung’s smart refrigerators can interact with other kitchen devices, streamlining meal preparation. For example, users can query their refrigerator’s screen, asking Bixby for recipes based on available ingredients, and the system will suggest Indian dishes while coordinating with the microwave for automatic cooking. This interconnected functionality embodies Samsung’s vision of incorporating AI as a seamless layer that enhances daily life. As urban lifestyles prioritize time efficiency and convenience, this strategy positions AI as a practical tool rather than just a novelty. The conversation also touched on the disparity between high-profile tech products showcased internationally and their availability in India. Park acknowledged the gap, noting that many innovations are designed for larger Western homes. He stated, “In India, we need to develop appliances that cater specifically to our unique requirements.” Despite this, Samsung recognizes the demand for premium products among Indian consumers with global exposure. The company has begun to introduce higher-end appliances, like combo washer-dryers, to meet the expectations of returning expatriates. Park emphasized a cautious approach, saying, “Slowly, we are introducing those premium, larger-sized appliances to India.” However, he also noted that the distribution of these products presents challenges. Not every retailer can accommodate all items, which affects product availability in different channels. In conclusion, Park’s insights underscore Samsung’s commitment to adapting its offerings for the Indian market, focusing on local fabrics, culinary traditions, and practical needs, while gradually expanding its premium product line in response to genuine consumer demand.