Korean Brands Expanding in India: Samsung, Hyundai, LG, and New K-Beauty Entrants

South Korea and India have long maintained strong bilateral relations, but in recent years, the economic and cultural ties between the two nations have deepened significantly—largely fueled by the growing presence of Korean brands in the Indian market. From electronics to automobiles to cosmetics, Korean companies are increasingly making India a key focus for growth.

📱 Samsung: Reinventing Technology for Indian Consumers

Samsung has been a household name in India for over two decades. The brand continues to dominate segments of the smartphone, television, and home appliance markets, regularly competing with both local and Chinese brands.

In 2025, Samsung’s focus in India is multifold:

• Manufacturing Expansion: Its Noida factory is now one of the largest mobile manufacturing facilities in the world.

• Premium Smartphone Sales: The Galaxy S and Z Fold series are seeing strong traction among India’s affluent and tech-savvy youth.

• Smart Ecosystem Integration: Samsung is pushing SmartThings and IoT-enabled appliances aggressively, catering to India’s growing smart home demand.

Key Fact:

Samsung announced an investment of over ₹5,000 crore in 2024 for R&D and AI development in India, underlining its commitment to long-term growth.

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🚗 Hyundai & Kia: Accelerating with Electric Vehicles

Hyundai Motor India and its sister brand Kia are among the top 5 car manufacturers in the country. Originally known for their budget-friendly sedans and SUVs, they are now heavily investing in electric mobility and premium car segments.

In 2025:

• EV Launches: Hyundai is expanding its EV lineup with models like Ioniq 5 and Kona Electric, while Kia has introduced the EV6 and plans to launch India-specific models.

• Local Production Plans: Both companies are investing in localized production to reduce costs and make EVs more affordable.

• Sustainability Initiatives: Hyundai is supporting battery recycling programs and solar-powered charging stations in metro cities.

Key Fact:

Hyundai recently announced a ₹20,000 crore investment over 10 years in Tamil Nadu, focusing on EV manufacturing and R&D.

📺 LG: Going Beyond Home Appliances

LG Electronics has maintained a solid presence in India’s consumer electronics market, especially in TVs, refrigerators, and air conditioners. In 2025, LG is shifting from a purely utilitarian brand to one that emphasizes innovation and luxury.

Current strategies include:

• AI-Driven Appliances: Integration of ThinQ technology into washing machines, air purifiers, and more.

• OLED Dominance: With rising interest in premium home entertainment, LG continues to push its OLED TV segment.

• Sustainability Drive: LG is incorporating eco-friendly refrigerants and energy-saving tech to align with India’s green energy goals.

Key Fact:

LG is partnering with Indian educational institutions to develop AI tech suited for Indian households.

💄 The K-Beauty Wave: New Entrants on the Rise

While the big three—Samsung, Hyundai, and LG—have paved the way, a new wave of Korean beauty brands is entering the Indian market, capitalizing on the “K-Beauty” trend that’s already popular thanks to K-pop and K-drama fandoms.

Notable brands making inroads:

• Innisfree & Laneige: Already present in premium beauty spaces through Nykaa, Korikart and Sephora.

• Some By Mi, COSRX, Etude House: Gaining traction via online platforms and influencer marketing.

• Mediheal, Dr. Jart+, and Beauty of Joseon: Targeting skincare-conscious millennials and Gen Z with innovative, ingredient-focused products.

Market Trends:

• Indian consumers are becoming more ingredient-savvy (niacinamide, snail mucin, centella asiatica).

• Growing demand for vegan, cruelty-free, and minimalist skincare.

🇮🇳 Why India? The Strategic Appeal for Korean Brands

India offers Korean companies:

• A vast, youthful population with increasing disposable income.

• Rapid digitalization and e-commerce growth.

• A cultural openness to Korean entertainment, fashion, and lifestyle.

As Korean soft power continues to grow through media, music, and fashion, the groundwork is being laid for deeper brand loyalty and long-term expansion.

🌏 Looking Ahead: Deeper India-Korea Integration

With initiatives like the Comprehensive Economic Partnership Agreement (CEPA) and government programs encouraging foreign investment, Korean companies are likely to continue viewing India as a strategic long-term partner.

Expect to see:

• More Korean retail stores and flagship beauty outlets in Indian metros.

• Collaborations with Indian startups in beauty tech, health tech, and AI.

• Increased focus on localized marketing and India-specific product lines.