Sony India unveils 115-inch BRAVIA 9II TV priced at Rs 28.99 lakh
Sony India has introduced its 115-inch BRAVIA 9II flagship TV with True RGB technology. The premium model will be sold via Sony stores, major electronics retailers and e-commerce platforms, extending the brand’s TV lineup from 55 to 115 inches.
What happened
Sony India launched its 115-inch BRAVIA 9II flagship True RGB television at Rs 28.99 lakh. The model will be sold through Sony stores, major electronics
Key facts
- 115-inch (292 cm)
- Rs 28,99,990
- 12-speaker audio system
- 2 subwoofers
- 8 full-range speakers
- 2 tweeters
- 55-inch to 115-inch lineup
Why this matters
Sony’s broad launch across owned stores, electronics retailers and e-commerce reinforces the strategic value of distribution and service partnerships that can support high-ticket, large-format consumer electronics.
What to watch
- Launch timing, Indian pricing and availability of rival 98- to 116-inch models from Samsung, LG, TCL, Hisense and Xiaomi.
- Evidence of luxury-home, hospitality or commercial installations beyond early consumer purchases.
- Sales conversion rates from 115-inch demonstrations into 75-, 85- and 98-inch Sony TV purchases.
- Growth in premium-home-theatre financing, installation and insurance offerings from retailers and banks.
- Customer feedback on delivery lead times, installation complexity, power requirements and post-sale service.
- Any Indian import-duty, local-assembly or currency changes affecting ultra-premium TV pricing and margins.
- Build appointment-led demonstrations in Sony centres and select luxury electronics stores, emphasizing picture quality, viewing distance and True RGB differentiation rather than screen size alone.
- Bundle white-glove delivery, wall or floor installation, calibration, extended warranty and rapid service response to reduce buyer hesitation around ownership risk.
- Use the 115-inch model to create trade-up pathways for 75-, 85- and 98-inch BRAVIA buyers, with financing and exchange offers targeted at affluent households.
- Pursue B2B partnerships with luxury real-estate developers, architects, home-theatre integrators, hotels and executive briefing-centre installers.
- Monitor online pricing tightly and limit indiscriminate promotions so broad channel availability does not undermine flagship positioning.
- Prepare comparative retail training against lower-cost Chinese 98-inch-plus models, focusing on processing, color accuracy, brightness, reliability and after-sales service.