Lumia 640 XL

After launching a bevy of entry-level smartphones in India, Microsoft is now setting its sights on the high-end segment in the country with upcoming Windows 10 Mobile handsets.

According to Ajey Mehta, head of Microsoft's mobile division in India:

If we want to build Microsoft as a strong consumer brand, we need presence at the flagship, high-end segment.

Microsoft has seen a steady surge in sales of Lumia handsets in India, with the hardware giant now accounting for 4.5 percent of all smartphone sales, up from 3.6 percent last year. Microsoft gained a robust service and distributor network through its acquisition of Nokia, and is currently in the process of overhauling over 9,000 Nokia-branded stores in a bid to consolidate its retail presence in the country.

By aggressive TV and online marketing, Microsoft was able to carve out a niche for itself in the smartphone segment. However, a glaring omission in the Redmond giant's lineup was the lack of a current-generation flagship device that can go head to head against the likes of the Galaxy S6 and the iPhone 6. That's set to change in the coming months, which will be welcome news to Windows Phone fans in India.

Source: Wall Street Journal India