Sony India bets on premium TVs as 55-inch-plus demand grows 30–40%
Sony India has launched its 115-inch BRAVIA 9II flagship and is targeting ₹10,000 crore in revenue within a couple of years, citing double-digit demand for large-screen TVs across metros and tier-2 and tier-3 markets.
What happened
Sony India launched its 115-inch flagship BRAVIA 9II TV and targets ₹10,000 crore revenue within a couple of years. It cites 30-40% growth in 55-inch-plus TVs,
Key facts
- ₹10,000 crore revenue target
- 55-inch and above TV segment growth of 30-40%
- 115-inch (292 cm) BRAVIA 9II TV
- True RGB BRAVIA range from 55 inches (140 cm) to 115 inches (292 cm)
- double-digit growth in large and super-large TV segments
Why this matters
Sony’s expansion creates partnership opportunities with premium retailers, home-installation providers, content platforms and consumer-finance players that can make high-ticket TV purchases more accessible.
What to watch
- Festive-season sell-through and discount depth in the 55-inch, 65-inch and 75-inch segments.
- Competitor launches or price cuts in Mini LED and 98-inch-plus TVs from Samsung, LG, TCL, Hisense and Xiaomi.
- Share of sales financed through EMIs, exchange programs and bank offers.
- Growth in tier-2 and tier-3 premium-TV sell-through versus metro demand.
- Panel-price movement, rupee depreciation and import-cost changes affecting premium-TV margins.
- Soundbar and PlayStation attachment rates, indicating whether Sony converts TV upgrades into ecosystem revenue.
- Expand experience-led display zones in premium multi-brand outlets and Sony Centers, particularly in tier-2 cities.
- Bundle large TVs with soundbars, PlayStation, installation and extended-warranty packages to lift attachment rates and protect margins.
- Increase festive-season EMI, exchange and bank-partner offers for 55-75-inch models rather than relying on flagship discounting.
- Differentiate through picture processing, gaming features, service quality and content partnerships as Chinese brands compress hardware price points.
- Strengthen large-format delivery, wall-mount installation and after-sales capacity, since service failures are more consequential at 75 inches and above.