Samsung claims to have grown its market share in the mid segment (Rs 10,000 - Rs 20,000 smartphones) to 49 percent in September from 43 percent in the same month last year.

"Young India today is always on the move and is looking to be connected all the time. At the same time, India is a value driven market and 'On' series will enable millennials to seamlessly integrate their personal and professional lives," said Samsung India Electronics Director Product Marketing Manu Sharma.

He added that 'engaging propositions' like MixRadio and My Galaxy will help in the uptake of the 'On' range of devices.

Samsung has launched two devices under the range – On5 and On7, priced at Rs 8,990 and Rs 10,990, respectively. The 4G-enabled devices will be available exclusively through e-commerce firm Flipkart.

The On5 features 5-inch display, 1.3 GHz quadcore processor, 8MP rear and 5MP front cameras, 1.5GB RAM, 8GB memory (expandable up to 128GB) and 2,600 mAh battery.

The On7 has a 5.5-inch display, 1.2 GHz quadcore Snapdragon processor, 13MP rear and 5MP front cameras and 3,000 mAh battery.