Sony sees India overtaking the US as its largest BRAVIA TV market within 5–10 years

Sony is betting on rising demand for premium, large-screen televisions in India, where it says it holds 32% of the 65-inch segment, 33% of the 75-inch segment and 40% of the 85-inch segment. The company has launched the BRAVIA 9 II range, including a 115-inch model priced at Rs 28.99 lakh.

— Source publishedMon, 3 Aug, 2026, 19:44 IST·First seen Mon, 3 Aug, 2026, 19:56 IST·Source ET Small Business

What happened

Sony expects India to overtake the US as its largest BRAVIA TV market within five to ten years, driven by premium large-screen demand. Sony India launched its

Key facts

  • India could become Sony's largest BRAVIA television market in 5-10 years
  • TCL will hold 51% and Sony 49% in BRAVIA Inc
  • BRAVIA Inc is scheduled to start operations in April 2027
  • BRAVIA 9 II 115-inch TV is priced at Rs 28.99 lakh
  • Sony claims 32% share in 65-inch, 33% in 75-inch and 40% in 85-inch TV segments

Why this matters

Sony’s India momentum strengthens the case for partnerships spanning premium retail distribution, installation services and high-end home-entertainment ecosystems.

What to watch

  • Sony's India 65-inch-plus unit and value share during Diwali and major e-commerce sale periods.
  • Price declines for 75-inch and 85-inch Mini LED TVs relative to household disposable income and EMI affordability.
  • Local-manufacturing announcements, import-duty changes and rupee movement affecting premium-TV pricing.
  • Competitor launches and discounting from TCL, Hisense, Samsung, LG and Xiaomi in the 65-inch-plus category.
  • Growth in premium retail doors, installation capacity, warranty claims and service turnaround times outside major metros.
  • India versus US BRAVIA revenue and unit-growth disclosures, if Sony begins reporting them.
  • Broaden the BRAVIA 65-inch-to-85-inch lineup with India-specific price ladders, festival bundles and no-cost EMI offers.
  • Increase local assembly, component sourcing and inventory planning to reduce price gaps versus Chinese and Korean competitors.
  • Expand premium experience zones, installer networks and after-sales service in tier-1 and affluent tier-2 cities.
  • Bundle BRAVIA sets with PlayStation, soundbars, streaming partnerships and extended warranties to defend premium margins.
  • Use the 115-inch launch as a halo product while concentrating sales execution on more scalable 75-inch and 85-inch models.