South Korean giant Daewoo's TV pricing strategy to focus on value

5% higher than Chinese, but 8-10% lower than Korean competitors

South Korean giant Daewoo India is entering the consumer electronics and white goods market, capitalising on the falling and stagnant market share of Chinese brands in this space despite the growing market.

  It will launch its light-emitting diode (LED) television (TV) range in the first quarter of next year, and the TVs will be assembled by electronics manufacturing services (EMS) players in India. This will be followed by an entry into washing machines, refrigerators, and air conditioners (ACs).

  Explaining the reason for its comeback after 19 years in India, in what is now already a highly overcrowded market,