Bloomberg News reported on Wednesday that Apple Inc is reorganizing the management of its international businesses to focus more on India. India is set to become its own Apple sales region, giving the country “increased prominence” within the company. Because of the increasing demand for Apple products, India has grown in importance to Apple in recent years.

Though the majority of Indians use Android devices, India is the world’s second-largest smartphone market, and Apple has the potential to make inroads with more affordable product options.

Following the retirement of Hughes Asseman, the vice president in charge of India, the Middle East, the Mediterranean, East Europe, and Africa, Apple intends to relocate India to its own sales region. Ashish Chowdhary will take over as head of India, reporting directly to Apple’s head of product sales. Even though Apple will prioritize India, regional sales reports will continue to lump India in with Europe, the Middle East, and Africa.

Apple has begun manufacturing some iPhone models in India, including the iPhone 14, as part of its strategy to diversify beyond China. Foxconn, an Apple supplier, has invested $500 million in the country to increase production capacity.

There are currently no physical Apple retail locations in India, but Apple has been working for years to open stores in Mumbai and New Delhi. Apple began hiring for the stores in January, implying that they will open soon.