India's smart TV market gets a price flick; firms launching low-cost models

While Samsung, LG, and Sony also have content deals with their smart TV models, the aggression demonstrated by the new entrants is far more, trade sources said

A silent revolution is on in India’s smart television market, which threatens to upend the pecking order in one of the largest domestic durables categories.

Global majors such as Xiaomi, Thomson, and TCL have entered the domestic smart television market in the past two months with low-cost and feature-rich models.

This, in many ways, mirrors what happened in the domestic mobile phone market a few years ago, when affordable smartphones changed the market dynamics.

This market, which is less than half the estimated Rs 500-billion TV market in India, operates at a price point of Rs 30,000 and above (for