(Bloomberg) – The world’s most valuable tech company will be the first in the South Asian country to launch direct direct sales in India for more than 20 years, making it one of the fastest growing smartphone markets in the world.

California-based Apple Cupertino has announced that it will launch its online store in India on September 23rd. The Bloomberg News report confirmed last month. The company will offer all products ranging from iPhones to Mac computers and provide direct support to users, following lobbying in New Delhi, following the rules that force foreign companies to source 30% of components locally.

Read more: Apple plans to launch online sales in India next month

In terms of value, most online retailers in India are smartphones, and Apple was one of the first global companies to sell directly online before opening a brick and mortar store.

Apple’s India online store will offer customer support in English and Hindi, allowing it to reach 1.3 billion people across the country just before the October-November festive shopping season, which ends with Diwali. Amid tensions between Washington and Beijing, the iPhone maker is increasing investment in the South Asian country to reduce its reliance on China as a market and manufacturing base.

The company has previously offered devices in India through franchise partner-owned stores and online platforms, including Amazon.com Inc. and Walmart Inc.-owned Flipkart Online Retail Services Pvt. Ltd. Last month, Bloomberg News reported that India will be the first brick-and-mortar store to open a second physical store at the Technology Hub in Bangalore following an outlet in Mumbai.

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