Babbar noted that foldables now represent nearly 20% of Samsung India’s business contribution by value, challenging the notion that this category is merely a niche market for affluent consumers in Tier 1 cities.
“In reality, contrary to the widespread belief that foldables aren’t mainstream, the data tells a different story. Today, for Samsung, the foldables’ business contribution in terms of value will reach 20%, signifying their mainstream status,” Babbar stated.
He further explained that Tier 2 cities and other locations are driving growth at a pace quicker than Tier 1 markets, with affordability playing a crucial role in the uptake of premium smartphones.
Samsung is focusing on new financing and EMI options to make its latest foldable devices more accessible for a broader range of Indian consumers. Babbar emphasized that affordability will continue to be a key factor in India’s journey towards premiumisation, as the company aims to leverage its latest offerings to boost adoption.
“We envision long-term affordability as the fundamental driver of the premiumisation trend we are witnessing in India,” he remarked.
These remarks coincide with Samsung’s expansion of its foldable smartphone lineup, featuring the launch of the Galaxy Z Fold8 Ultra, Galaxy Z Fold8, and Galaxy Z Flip8 at its Galaxy Unpacked 2026 event.
The company has introduced this new series as its most comprehensive foldable range to date, emphasizing broader consumer adoption, enhanced hardware, Galaxy AI features, and refined designs. The latest generation also focuses on slimmer profiles and improved durability.
The Galaxy Z Fold8 Ultra represents Samsung’s initiative to deliver its Ultra experience within the foldable segment, targeting power users and content creators. The Galaxy Z Fold8, in contrast, is engineered to enhance the benefits of a larger unfolded display for activities like reading, watching reels, and enjoying long-form content.
Samsung continues to enhance its FlexCam experience with the Galaxy Z Flip8, which sports a redesigned FlexWindow that enables users to access information, shortcuts, and automation without needing to unfold the device.
Artificial intelligence is another focal point of the new foldable portfolio. Samsung stated that Galaxy AI has been optimized across all three devices to offer more personalized and contextual experiences. The integration of Google’s Gemini Intelligence throughout the lineup allows users to carry out tasks across supported apps using natural language, images, and screen context.
Features like Now Brief and Now Nudge are tailored to provide personalized recommendations and reminders, while AI-driven multitasking has been adapted for the larger screens of the Fold series.
For the Galaxy Z Flip8, Samsung has centered its AI functionalities around the revamped FlexWindow, enabling users to access information and execute specific tasks without opening the device.
With foldables now accounting for a significant share of its premium smartphone market and adoption spreading beyond India’s major cities, Samsung is leaning on affordability, financing solutions, and AI-driven applications to propel the next growth phase in this category.
Edited by : Swapnil Deshpande
First Published: Jul 23, 2026 11:43 PM IST
