India — Samsung has expanded its Bespoke AI appliance portfolio in India with the launch of a new Top Mount Freezer refrigerator lineup, targeting households in the sub-300L capacity segment.
The range includes models in 256L and 236L capacities, with select variants offering Wi-Fi connectivity integrated with the SmartThings platform. The move brings connected features and AI-based energy management into a category that continues to see strong demand across urban and semi-urban markets.
“As Samsung marks its 30th anniversary in India, we continue to innovate and deliver smarter and more energy-efficient solutions for Indian consumers. Our new AI-enabled refrigerators under 300L capacity, including the Bespoke AI Top Mount Freezer, bring SmartThings connectivity, modern design, and better energy management to Indian households. This reflects our commitment to democratising AI technology and delivering accessible, tailored solutions,” said Ghufran Alam, Vice President, Digital Appliances Business, Samsung India.
Focus on connectivity and control
The new refrigerators allow users to monitor and adjust settings through the SmartThings app, offering remote access to cooling functions. Features such as SmartThings Home Care track appliance performance and notify users in case of irregularities or maintenance needs.
Additional functions include door-open alerts to minimise cooling loss and Smart Forward software updates that keep features current over time. Voice and app-based control are increasingly becoming standard expectations, especially in connected households.
The design remains consistent across the range, with flat doors and a minimalist finish aimed at blending into modern kitchen layouts. Some models also offer convertible storage, allowing users to switch freezer space into additional refrigeration when needed.
Energy efficiency and cooling performance
Samsung has positioned energy efficiency as a central feature of the new lineup. The refrigerators come with AI Energy Mode, which analyses usage patterns and estimates power consumption to reduce energy use by up to 10%. Users can also track consumption through SmartThings Energy.
All models comply with Bureau of Energy Efficiency guidelines for 2026–2028, with Samsung offering 3-star rated refrigerators under the updated norms. Cooling performance is supported by All Around Cooling technology, designed to distribute air evenly across compartments.
For short-term cooling needs, Power Cool and Power Freeze functions enable faster temperature adjustments. The refrigerators also include a Fresh Room for storing perishable items at stable temperatures and a Cool Pack that helps maintain freezing conditions for up to 12 hours during power outages.
The new range starts at INR 26090 and will be available through retail outlets and online platforms.
Market Research Outlook Analysis
The expansion signals a push to bring AI-enabled appliances into mid-capacity segments, where adoption has been slower but volumes remain high.
For competitors, this raises the bar on integrating connectivity and energy tracking even in entry and mid-tier categories.
Samsung appears to be using affordability thresholds to widen its smart ecosystem footprint rather than limiting it to premium buyers.
The category is moving toward connected, energy-aware appliances becoming standard rather than differentiated features.
For deeper insights or customised research on this segment, connect with our team.
Source: Samsung
