Samsung, India’s largest consumer electronics brand, announced the expansion of its Bespoke AI Top-Mount Freezer refrigerator line-up. This new range is designed to bring intelligent energy-saving and modern aesthetics to Indian homes. The refrigerators, which boast a sleek Bespoke design, incorporate advanced AI features, smart connectivity, and reliable performance.

In this new range of refrigerators, select models in 256L and 236L capacities come with Wi-Fi connectivity to seamlessly integrate with SmartThings for convenient control and monitoring via your smartphone. These models feature a sleek flat-door design, along with Power Cool and Power Freeze functions for quick cooling. In alignment with the best of industry standards, they are built to deliver reliable performance while saving electricity.

“As Samsung marks its 30th anniversary in India, we continue to innovate and deliver smarter and more energy-efficient solutions for Indian consumers. Our new AI-enabled refrigerators under 300L capacity, including the Bespoke AI Top Mount Freezer, bring SmartThings connectivity, modern design, and better energy management to Indian households. This reflects our commitment to democratising AI technology and delivering accessible, tailored solutions,” said Ghufran Alam, Vice President, Digital Appliances Business, Samsung India.

The new refrigerator line-up allows consumers to track and adjust refrigerator settings through the SmartThings app. This enables greater control over cooling performance and day-to-day usage, even when users are away from home. To enhance appliance reliability, SmartThings Home Care monitors refrigerator performance and automatically notifies users if any issue is detected or when parts may require attention.

AI Energy Mode for Smarter Energy Management

The Bespoke AI refrigerators are equipped with AI Energy Mode that analyses usage patterns and estimates power consumption to help reduce energy usage by up to 10%. Consumers can also track electricity consumption on a daily, weekly, or monthly basis through SmartThings Energy for informed energy management.

Smart Alerts with Software Updates

The refrigerators provide door-open notifications through the SmartThings app to prevent loss of cold air. With Smart Forward, the refrigerator receives regular software updates so features remain up to date over time.

Sleek Flat Door Design

All models in the Bespoke AI Top Mount Freezer range feature flat doors for a clean, elegant, and modern aesthetic that aligns with contemporary home interior trends. The minimalist styling seamlessly integrates the refrigerator into today’s kitchen spaces. Select models in the Bespoke AI Top Mount Freezer range offer convertible 2-in-1 functionality that allow users to convert the freezer into additional refrigerator space whenever more storage is required.

Energy Efficiency Aligned with Standards

All models in the Bespoke AI TMF refrigerator range comply with the Bureau of Energy Efficiency (BEE) guidelines for 2026–2028. Samsung is among the few brands to offer 3-star refrigerators under the revised BEE norms to help consumers benefit from improved energy efficiency while meeting future regulatory requirements.

All Around Cooling

The refrigerators are equipped with All Around Cooling technology, which checks temperature and circulates cool air evenly through strategically placed vents for consistent cooling and long-lasting freshness across every shelf.

For faster cooling needs, Power Cool and Power Freeze functions enable quick chilling of beverages and faster firming of frozen foods at the touch of a button. The refrigerator also features a dedicated Fresh Room, designed to store dairy products, fruits and beverages at a slightly cooler and more stable temperature than the main fridge compartment. In the event of power interruptions, the Cool Pack in the freezer helps prevent food from defrosting, keeping food frozen for up to 12 hours.

Limited Period Launch Offer

Samsung Care+ gives consumers peace of mind with extra protection for their appliances. You can choose plans ranging from one to four years, starting at just INR 3 per day. It includes access to expert service from 13,000+ certified engineers and 2,500+ service centres for quick and reliable repairs. You can also track services and get reminders through the Samsung app.

For the new Bespoke AI Top Mount Freezer Refrigerator, there is a special offer: Buy a one-year extended plan and get a free two-year extended warranty, giving you four years of total coverage. This offer is valid from April 8 to May 31, 2026.

Price and Availability

The new range of Bespoke AI Top Mount Freezer Refrigerators starts from INR 26090, and is available across leading retail outlets and online platforms, including Amazon, Flipkart and Samsung.com

AI Energy Mode gives you energy saving benefits for your Samsung products. You will be able to access and follow all this evolution directly from your SmartThings application.

AI Energy Mode brings all kinds of positive and useful solutions to the home, reducing costs and making life easier at all times with its many functions, by understanding your routine and adapting to save energy intelligently.

Find more here: 

Notable figures from Samsung and partner companies outlined Samsung’s plans to drive positive change through exceptional innovation, impacting the individual lives of users as well as the world around them.

Benjamin Braun, Chief Marketing Officer at Samsung Europe, began by looking back at some of the company’s instrumental innovations that changed the status quo and shaped technological development. Samsung reiterated its commitment to fearlessly pioneering new endeavors, demonstrating its position as a leader within the industry.

“We are proud to be first and we will continue to innovate, however strange it seems to begin with,” Braun stated.

▲ “We have over 200 amazing products on show for you,” shared Benjamin Braun, Chief Marketing Officer at Samsung Europe.

 

Amidst an ever-changing world, Braun emphasized how Samsung has been actively listening to consumers throughout the years — producing leading products that meet their needs and add value to their lives. Continuing this pursuit, Samsung has shifted its focus to developing devices and appliances that both empower users on a global scale and contribute to the creation of a more sustainable future.

Enhancing Lives and Bettering the Planet

With climate change at the forefront of people’s minds, Samsung highlighted the company’s ongoing commitment to reducing its environmental impact and prioritizing climate-positive solutions, touching on the targets outlined in its new environmental strategy announced in September 2022. Understanding the urgency of the climate crisis, the company set ambitious goals to achieve net-zero carbon emissions for its Device eXperience (DX) Division by 2030 and company-wide by 2050. To meet these goals, Samsung noted the progress in transitioning to renewable energy sources, with 31% of its operations currently running on clean energy — up from 11% in 2021. Additionally, Aimee Holloran, Business Development Manager at Samsung Climate Solutions U.K., discussed how Samsung’s environmental commitment is embedded into its products, allowing users around the world to live more sustainably through the company’s devices and appliances.

▲ “We strive to embed sustainability in every aspect of our business and product strategies,” stated Aimee Holloran, Business Development Manager at Samsung Climate Solutions U.K.

To create innovative solutions based on scientific data, Samsung has joined hands with a variety of industry leaders such as Ocean Wise and Patagonia to tackle environmental issues gripping the planet. In September 2022, the companies partnered to develop the Less Microfiber Cycle for Bespoke washing machines, a remarkable step in addressing microplastics emissions.

Taking this further, Samsung leveraged its partnership with the companies to develop another groundbreaking innovation in June 2023. Charlie Cox, Manager of Microplastic Solutions at Ocean Wise, highlighted the development of the revolutionary new Less Microfiber Filter for Samsung washers to reduce up to 98% of microplastic emissions from laundry cycles.

“In just a year, Ocean Wise and Samsung have demonstrated the opportunity that exists for industry leaders — to empower their communities to take positive action and create impact at scale,” added Cox.

▲ “Ocean Wise’s collaboration with Samsung and Patagonia shows there are simple ways we can all be part of the solution to microfiber shedding,” said Charlie Cox, Manager of Microplastic Solutions at Ocean Wise (left). Samsung’s Less Microfiber Filter (right) helps reduce microplastic emissions from laundry.

The Less Microfiber Filter is a prime example of Samsung’s overall approach to sustainable product development – providing consumers with solutions that help them live eco-consciously using minimal effort. In line with this vision, Samsung continues to outfit its Galaxy devices with internal and external components made from recycled materials, in addition to creating product packaging that uses 100% recycled paper.

As climate change creates new challenges for people around the world, forward-thinking solutions are becoming increasingly necessary. To respond to global energy shortages and advance the transition to clean energy, Samsung emphasized its efforts in building out heat pump technology and leading the rapidly growing market in Europe.

Likewise, the company highlighted how its SmartThings home ecosystem is utilizing the latest technologies to help more than 280 million registered users save energy. By harnessing the power of AI across its line of Bespoke home appliances, Samsung’s AI Energy Mode optimizes appliance energy usage, reducing unnecessary energy waste and lowering energy bills simultaneously.

Transforming Homes Through Powerful Solutions

Aside from helping the planet, Samsung showcased its newest products that add value to consumers’ lives. Zeena Hill, Marketing Director at Samsung U.K., announced the launch of Samsung Food — a new AI-based application that gives users access to thousands of recipes. Samsung plans to link Samsung Food to Samsung Health by the end of this year, allowing users to better keep track of their health and dietary goals.

▲ “We’re excited to be bringing our complete lineup of Micro LED screens to Europe,” shared Zeena Hill, Marketing Director at Samsung U.K.

Samsung is revamping home entertainment and putting users in the center of the action through its new releases, such as the new 98-inch Neo QLED 8K TV. Samsung TVs feature unmatched image quality in sleek forms, and the company continues to release unique patterns and designs to meet the style needs of every user. As such, Samsung has partnered with Disney to launch The Frame-Disney100 Edition — a special, limited-edition version of The Frame TV for Disney lovers.

In addition, the company showcased its recently launched Odyssey Neo G9 gaming monitor and The Freestyle 2^nd Gen portable projector — devices perfect for gamers who want to expand their field of vision to ensure they never miss a moment of gameplay. Users can experience games like Starfield, Bethesda Game Studios’ new action-packed role-playing game, in stunning detail on Samsung TVs and displays. Florian Liewer, Senior Director of International Gaming Marketing at Microsoft, discussed the two companies’ partnership on expanding Samsung Gaming Hub, highlighting how Samsung’s technology offers the ultimate gaming experience.

“Together with Samsung, we’re forging a path that aligns with Xbox’s vision for the future of gaming — reaching more players with breathtaking content,” said Liewer.

▲“We are inviting more players to embark on a journey with us,” said Florian Liewer, Senior Director of International Gaming Marketing at Microsoft

Aside from enhancing entertainment, Samsung detailed the ways it is helping users stay connected to the world around them. The company reemphasized its commitment to ensuring its devices and products meet the diverse needs of consumers and touched on how its latest accessibility features help as many users as possible. This includes TalkBack for Home Appliances and Services, which reads home appliance and service content on SmartThings, and Relumino Mode, which optimizes content on Samsung TVs, for those with visual impairments.

Future Possibilities Enabled by Technology

Partnerships have helped make some of Samsung’s technologies possible and, more broadly, brought the company closer to realizing its vision for a brighter future. In line with its goal to upgrade at-home living, Samsung partnered with electric vehicle charger manufacturer ABB and residential inverter brand SMA to collaborate on changing the ways houses are constructed.

“By integrating Samsung’s products with those of ABB and SMA, we can help make our homes even safer, smarter and more sustainable,” stated Lu Han, EVP of Building and Home Automation Solutions at ABB.

▲“With hundreds of new technologies and innovations each year, a joined up approach to home energy systems is vital,” said Lu Han, EVP of Building and Home Automation Solutions at ABB

Looking forward, Samsung sees the value in future technologies and the limitless applications they can have on the lives of consumers. With new ventures such as 6G deployment, AI capability expansion and more, the company remains excited and optimistic as it explores the remarkable potential of technology. Braun concluded the conference by stating Samsung will continue to improve users’ lives by listening to their needs.

▲ At its Press Conference at IFA 2023, Samsung Electronics emphasized how the company works to connect customers to “what matters most” to the media members and business partners in attendance

“With the help of 6G, AI and XR, augmented reality and mixed reality and artificial intelligence, we will make great advances in everything from healthcare to entertainment and remote work,” he stated.

For more information, please visit Samsung.com.

More pictures from the Samsung Electronics Press Conference at IFA 2023:

▲ SmartThings Energy puts users in control of how much power they use and when.

▲ The annual sales of Samsung’s foldable devices have exceeded the Note Series in Europe.

▲ Samsung’s Less Microfiber cycle and Less Microfiber Filter help reduce microplastic emissions from laundry.

▲ ABB and SMA have partnered with Samsung to work towards Zero Emission homes.

▲ Samsung’s vision for Samsung Food is for it to become the ultimate app for the entire food journey.

▲ Samsung’s state-of-the-art technology, combined with the limitless universe of Starfield, signals a thrilling new chapter in gaming.

▲ The Samsung Gaming Hub has over three thousand games to choose from, from leading games streaming partners Xbox, NVIDIA GeForce NOW, Amazon Luna and Utomik.

▲ An attendee takes a picture as Samsung shares that it has been recognized as No.1 in soundbars by global sales and market share for the ninth year in a row.

▲ The Frame-Disney100 Edition is “magical!”

Samsung’s presence at IFA 2023 comes as the company shares new consumer research, conducted across Europe to understand evolving needs for technology in the home.¹

“Samsung is passionate about connecting our users to the people, places and pastimes that matter most to them,” said Benjamin Braun, Chief Marketing Officer, Samsung Europe. “We will continue to take advantage of the possibilities offered by the latest innovations in technology to make sure the SmartThings ecosystem grows and develops in a way that allows people to make even more of the connections that matter.”

Enhancing the At-Home Experience

The SmartThings app allows users to control their homes from anywhere, helping them to enjoy seamless entertainment as well as keeping them safe. Across Europe, our homes continue to be more important than ever as they play multiple roles each day — from offices to places for relaxation and entertainment. Seven in ten consumers (71%) agree that technology has a positive impact on their everyday living, including how they interact with their friends and family, how they conduct their chores and how they enjoy their hobbies.¹

Now, those with a passion for food can fully connect themselves to the joy of cooking and eating with Samsung Food, the new all-in-one app for recipe searching, saving and sharing, meal planning, cooking and grocery shopping. Announced at the press conference, Samsung Food is available in 104 countries and eight languages and puts the world’s food knowledge at users’ fingertips, empowering them to make the food, health and cooking decisions that are right for them. It also connects to users’ kitchens, instantly sending the right time and temperature to their compatible Samsung oven. With more than 160,000 recipes, there will always be something new to cook.

By the end of the year, using Food AI, Samsung Food will provide personalised recipes reflecting users’ dietary requirements, such as converting recipes into a vegan version in just a few taps. In a further enhancement due later this year, it will link with Samsung Health so tailored meal plans can be adapted to suit preferences and dietary requirements, as well as support users in reaching their health goals. In 2024, using Vision AI technology, Samsung Food will use photos taken of meals to check nutritional information, recognise ingredients and recommend the best recipes to use them in.

As the number one TV brand for 17 years in a row,² Samsung has an unrivalled commitment to entertainment. It has completed its super screen line up with the launch of the 98” Neo QLED 8K and 4K Q80C and plans to bring its full range of Micro LED screens to Europe by the end of the year, offering incredible contrast and jaw-dropping detail that places viewers in the middle of the action whether gaming or watching films.

To celebrate Disney’s 100^th anniversary, Samsung has announced the launch of The Frame — Disney100 Edition. Featuring an exclusive bezel in the Disney 100 signature platinum silver metal and a unique Mickey Mouse inspired Disney remote. It also comes with 100 pieces of iconic art from Walt Disney Animation Studios, Pixar Animation Studios, Marvel, Lucasfilm and National Geographic, as well as classic images of Mickey, Minnie, Woody, Cinderella and many others. Users can also display their family photos for a magical home environment.

Also announced at the press conference was the global launch of The Freestyle 2^nd Gen. This versatile, portable projector delivers a big screen experience wherever the user chooses — even on the ceiling. The Smart Edge Blending feature offers landscape and portrait screen experiences, meaning two Freestyle 2^nd Gen projectors can be paired to give a 160” panoramic and 120” vertical viewing experience. What is more, with complete access to the Samsung Gaming Hub, users of the Freestyle 2^nd Gen can enjoy the biggest games from Samsung’s streaming partners.

In partnership with Xbox and Bethesda Softworks, this now includes Starfield, the stunning, next-generation role-playing game set amongst the stars. Playable through the Samsung Gaming Hub with an Xbox Game Pass Ultimate membership, without the need for a console.

Taking Small Steps for Our Planet

Samsung is committed to developing products and services that help people save money and take steps towards a better planet. These topics are high on the agenda for consumers too, over three quarters (77%) say they seek out tech products that save energy — not only to save money, but for the benefit of the environment too.⁴ Two-thirds (67%) also consider it important that their next appliance can connect to an app that allows them to monitor and reduce their energy consumption.⁴

With energy prices increasing across Europe,³ 72% of those asked are concerned about the cost of running appliances in their home.⁴ To help combat this, SmartThings Energy can help users optimise the energy used across their appliances to suit their needs and lower usage. For example, AI Energy Mode in SmartThings Energy allows you to monitor and reduce your washing machine’s energy use by up to 70%⁵ by using Ecobubble to wash with cool water instead of warm.

Samsung has also partnered with global ocean conservation organisation Ocean Wise and apparel maker Patagonia to find solutions to the issue of microfiber shedding. The Less Microfiber Filter is an external washing machine filter that cuts up to 98% of microplastic emissions from laundry cycles.⁶ Speaking at IFA, Charlie Cox, Manager of Microplastic Solutions at Ocean Wise said, “Through our collaboration with Samsung and Patagonia, Ocean Wise is proud to have shown a way for industry to play its part in stemming the flow of microfibers into the ocean. Through innovations like the Less Microfiber Filter, we can empower individuals to reduce their microfiber footprint at home. It is a simple, everyday solution that our oceans will thank us for.”

Heating technologies like heat pumps represent a rapidly growing market, and Samsung is at the forefront of this growth. Its innovative smart air source heat pumps have seen an unprecedented 97% growth in sales since 2022.⁷ These work with domestic hot water tanks or with Samsung’s ClimateHub, to make your home comfortable all year round, whatever the weather. They can also connect to the SmartThings ecosystem, so their energy use can be monitored and tailored to the user’s preferred environment.⁸ The latest addition to its range of high temperature monobloc heat pump solutions, the EHS Mono R290, launches in September.

Samsung’s journey is constantly evolving as it aims to design technology that helps people make the most of their day while taking small steps to reduce our environmental impact. The Galaxy Z Flip5⁹ and Z Fold5¹⁰ and the Galaxy Tab S9 series¹¹ feature a variety of recycled materials, including recycled aluminium, glass and plastics sourced from ocean-bound discarded fishing nets, water barrels and PET bottles. Even the Galaxy Watch6 series incorporate post-consumer recycled plastics. All of these Galaxy innovations come in packaging boxes made using recycled paper material.¹²

Keeping Your Home Secure

Samsung understands the reassurance that smart technology can provide across the generations. Security was an emerging theme from the research conducted. Watching their home while they aren’t there (54%), feeling safer when home alone (39%) and keeping their family safe when they are out of the house (39%) are seen as the key safety benefits of smart technology.¹³

The SmartThings ecosystem includes a range of partners who are committed to helping people keep their homes and loved ones safe. This now includes Yale, a leading brand in home security. The Yale Linus^® Smart Lock and the new Smart Opener for Gate & Garage enable doors and gates to be locked remotely via the app to ensure peace of mind for all family members.

Unlocking the Future Through Smart Technology

Samsung is invested in a future built around the possibilities that technology can unlock. One area it aims to make a difference is in making the technology for smart homes more easily available. The research shows a quarter of Europeans consider the inclusion of smart technology to be a key factor in the desirability of their next home and over three quarters of respondents said fully functional smart homes are appealing (77%).¹²

Understanding this, Samsung is working to make these possibilities a reality and it believes in the power of collaboration when it comes to driving this vision forward. By partnering with ABB Smart Buildings and SMA, one of the world’s leading providers of photovoltaic and storage system technology, it hopes to connect people more closely to their homes by embedding the possibilities of smart technology into houses before they are bought. By integrating ABB and SMA products into SmartThings Energy, homes can become even safer, smarter and more sustainable. For example, the ability to run appliances at the optimum time, tracking energy use to adjust consumption based on energy prices and usage patterns and optimising energy use based on solar production.

¹ Conducted in conjunction with Opinium amongst 2,500 adults from the U.K., France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.
² Samsung TV has been ranked No.1 selling TV Brand for 17 consecutive years by Omdia.
³ GreenMatch. https://www.greenmatch.co.uk/blog/energy-prices-europe.
⁴ Conducted in conjunction with Opinium amongst 2,500 adults from the U.K., France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.
⁵ Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy Mode turned on (reducing the temperature) compared to not using AI Energy Mode. AI Energy Mode can only be operated at 40 degrees or lower.
⁶ Captures approximately 89-98%; laboratory tested using 2kg synthetic fabric load in the WW90T734DWH, WF24A9500KW, washing machine.
⁷ Compared to 2022 Jan – Aug sales.
⁸ SmartThings is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Some models require a separate Wi-Fi kit to connect SmartThings.
⁹ Galaxy Z Flip5: 15 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 28% pre-consumer recycled aluminium, or Corning® Gorilla® Glass Victus® 2 with an average of 22% pre-consumer recycled content. These components include Volume Key Bracket, Speaker Module (Upper & Lower), Rear Top, Display Connector Cap, FPCB RF Cable Bracket, Rear Mid, Case Front (Main), Case Front (Sub), Volume Key, Finger Key Bracket, Receiver Deco, Connector to Connector Holder, SIM Tray, Sub Window, Back Glass.
¹⁰ Galaxy Z Fold5: 15 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 28% pre-consumer recycled aluminium, or Corning® Gorilla® Glass Victus® 2 with an average of 22% pre-consumer recycled glass. These components include Volume Key FPCB Bracket, Top Speaker Module (Upper & Lower), Bottom Speaker Module (Upper & Lower), Cover Display Connector, Case Front (Main), Case Front (Sub), Antenna (Sub), Antenna (Main), Volume Key, Finger Key Bracket, SIM Tray, Connector to Connector Holder, Camera Deco (Top & Bottom), Sub Window, Back Glass.
¹¹ Galaxy Tab S9 Ultra: 17 device components that feature a minimum of 10% post-consumer recycled material plastic, a minimum of 30% pre-consumer recycled aluminium, or pre-consumer recycled aluminium and Corning® Gorilla® Glass 5 with a minimum of 10% pre-consumer recycled content. These components include Cable Holder Mid, Deco Pen Charger, Top-left Speaker Module, Top-right Speaker Module, Bottom-left Speaker Module, Bottom-right Speaker Module, Case Rear, Case Bracket, Key Bracket, PCB Support Top, PCB Support Mid, Cable Holder Bottom, SIM Tray, Volume Key, Side Key, Camera Deco, Main Window.
¹² 100% recycled paper is used in the following packaging components: the Product Packaging Unit Box, Cover Protector, Manual Box, Manual Pad and DLC Band.
¹³ Conducted in conjunction with Opinium amongst 2,500 adults from the U.K., France, Germany, Spain and Italy. Polled between the 28th of July and the 1st of August 2023.