India is often celebrated for its mass market potential. Many multinationals competing in India pursue a mass market strategy by targeting the 300 million middle class consumers. Other firms aim instead at the premium market. A case in point is the mobile phone category. Nokia has spent more than a decade in India bringing mobile phone access to the masses. Its competitor Samsung, however, goes after the premium market. With 19 smartphone models against one for Nokia, Samsung has a 43 percent share of the smartphone market in India, which is growing 52 percent each year (Campaign Asia-Pacific, July 2012). What are the perils of a mass market strategy such as Nokia’s in countries like India? How does a mass market strategy differ from a premium market one?