China and India are two lucrative emerging markets that manufacturers are increasingly focusing on. Both countries also have a handful of local manufacturers who want a piece of the pie as well, making things difficult for global juggernauts like Samsung. Samsung, however, continues to believe its market share remains robust across the mobile business of smartphones, tablets and feature phones.

Asim Warsi, vice-president (marketing, mobile and IT), Samsung India, said, "We have differentiated ourselves in the Indian market by offering innovative products based on market insights that address customer needs, great customer experience and a nationwide reach. Overall, to further grow our business significantly across every segment, we have expanded and strengthened our product portfolio, including the entry-level mobile phone segment in the June quarter of 2014."

"Android is the best thing that could have happened to BlackBerry," said Sunil Lalvani, managing director, BlackBerry India. The Canadian smartphone maker is banking on its platform-agnostic security and software products to make incursions in the market. For Mozilla, low-cost Smartphones is probably the best way to penetrate the price-sensitive market. "Our target is to get basic feature phone users to migrate to Smartphones.”

"These consumers want to use a smartphone, but the price remains a barrier," said Jane Hsu, director (product marketing & go-to-market, mobile devices), Mozilla Corporation. "A smartphone at Rs 1,999 is definitely a serious threat to the feature phone, but we feel the feature phone is here to stay."