KOLKATA: India’s biggest television brand Samsung expects a 10% increase in its local market share by the festival season, harnessing demand for premium and larger sets and its expanding geographic footprint to outflank competition in a crowded industry.The FIFA World Cup, followed by the pre-Diwali shopping, should help the South Korean electronics giant enhance its share from 30% to 33% before India’s busy shopping season kicks off in October, senior vice president for consumer electronics Raju Pullan said.“We have been market leaders in televisions in India for the last 13 years, and competition and price challenge are nothing new for us,” Pullan said.“Samsung has an expanded product portfolio and technology (that would be) difficult for competition to emulate, and an unparalleled service back-up… Expansion into smaller towns and a strong presence in online and offline channels will help us grow our share.”Samsung is also increasing its investments in marketing and promotions to strengthen its brand locally. Pullan said that in the premium segment, Samsung wants to expand market share more aggressively.In the 40-inch and above segment, it wants to grow its share from 33% to 38% by October, while in UltraHD it expects to grow from 36% share to 45%, and in the Rs 1.5 lakh-plus category, from 47% to 55%.Samsung has also reduced prices across screen sizes, with the maximum reductions applicable on entry-level models, ET reported earlier this week.