Samsung Electronics Co. Ltd. is taking a page out of Chinese rival Xiaomi’s playbook with an exclusive online flash sale of its new and aggressively priced mid-range phones, as it moves to defend its market leadership in India.

The company launched its Galaxy J5 and J7 models at an event in New Delhi on Thursday, and has announced the smartphones will be exclusively available on India’s online shopping site Flipkart. The J5 will cost 11,999 rupees ($190) and the larger J7 will retail at 14,999 rupees ($240). Registrations, for the sale on July 23, will start today at 4 p.m. local time in India (6:30 a.m. EDT), on the online shopping site Flipkart.
In addition to the super AMOLED screens that Samsung’s phones are known for, these two smartphones are also equipped with front-facing LED flashes alongside 5MP cameras for selfie lovers. Both phones will support 4G LTE in India and Samsung has tied up with Bharti Airtel Ltd., India’s largest wireless carrier, to bundle a 4G SIM card with each of these phones. The primary cameras on the phones offer 13MP resolution.

The versions launched in India have some differences in comparison with the J5 and J7 launched recently in China. The most notable ones are with the storage and processor. On the J5, there is 8GB of internal storage in the Indian version compared with 16GB on the Chinese J5.

The J7 in India has Samsung’s own Exynos eight-core processor, versus the Qualcomm Snapdragon 615 processor that does duty on the Chinese J7.

samsung J7 Gold The Samsung Galaxy J7, with 4G support, an octa-core Snapdragon 615 processor and 5.5-inch super AMOLED screen, offers strong competition to Chinese rivals at its price point. Photo: Samsung

Other than that the phones offer similar specs. The J5 launched in India has the four-core Qualcomm Snapdragon 410 chipset. It has a 5-inch display while the J7 has a 5.5-inch display. Samsung has tied up with Gameloft to bundle some gaming offers to buyers -- the company is providing 3,200 rupees of in-game credits, tech site Digit tweeted from the launch -- with the phones targeting a younger demographic, as reflected in the pricing as well.