The TV market in India is heading towards new challenges as manufacturers face rising input costs and changing consumer demand patterns that are starting to impact sales momentum.
Industry players are facing a sharp escalation in the cost of key components such as memory (RAM) chips, coupled with rising prices of plastics and increasing sea freight charges. These shipping pressures have been linked to ongoing geopolitical tensions in West Asia. Meanwhile, the depreciation of the rupee has further burdened production expenses, leading to higher retail prices of TVs across categories.Amid these pressures, many manufacturers have adopted different pricing strategies, with some absorbing part of the cost increases while others avoiding passing them on entirely to consumers in a bid to retain their share in the highly competitive Indian TV market.However, the rising price environment is starting to impact buyer behavior. Consumers are delaying purchases, and industry participants are reporting early signs of declining commerce, as customers opt for lower screen sizes to manage budgets.
“There will be a shift in purchasing TV screen sizes. If a consumer is looking to buy a TV with a 55-inch screen size, he or she may opt for a 50-inch screen size model instead. It’s a good choice,” said Avneet Singh Marwah, Director and CEO, Super Plastronics Pvt Ltd, whose company holds brand licenses for Thomson, Kodak and Blaupunkt among others.Prices have risen significantly over the past six months, he added, noting that an entry-level 32-inch TV, which earlier fell to around Rs 9,000, now sells for around Rs 11,000.Despite the pressure on demand, financing options continue to provide some support to the market. Purchasing on installment basis helps maintain demand, especially for larger screens, said NS Satish, president, Haier India.“Nearly 50 per cent of our business is on EMI basis,” he said, noting that even a price increase of around Rs 5,000 only adds a few extra EMIs. “When the monthly installment is there, the additional increase of around Rs 5,000 is just three more instalments,” he said.While some consumers are still upgrading to larger TVs by opting for higher monthly installments, a section of buyers are shifting towards smaller screen sizes due to affordability concerns, Satish noted.
He also said that companies have not fully passed on the cost increases to consumers, with current pricing levels now approaching pre-GST reform numbers.According to Counterpoint Research, the TV market in India is expected to witness a slowdown in demand, with shipments expected to decline by 5-6% in the first quarter and 3-5% in the second quarter of 2026. The pressure is due to rising RAM costs, shipping disruptions linked to geopolitical tensions, and the impact of rupee depreciation on import-related expenses.Brands with integrated supply chains, like Samsung, are better placed to manage these cost pressures, said Anshika Jain, principal analyst at Counterpoint Research. She added that consumers are currently prioritizing essential spending and putting off discretionary purchases such as televisions.However, it ruled out a broad reduction trend in screen sizes, noting that although some decline has been seen, the premium segment, especially 45 inches and above, remains steady, supported by monthly installment options facilitating affordability.Jain also said the market may see a modest recovery during the holiday season in the second half of the year, with larger screen sizes of 55 inches and above continuing to gain traction in the longer term as upgrade cycles gradually evolve.