Kamal Ghorui
India’s television market is headed for new challenges as manufacturers face rising input costs and shifting consumer demand patterns that are beginning to affect sales momentum. Industry players are facing a sharp escalation in the cost of key components such as memory chips (RAM), alongside higher plastics prices and increased ocean freight charges. These freight pressures have been linked to ongoing geopolitical tensions in West Asia. At the same time, depreciation of the rupee has added further burden to production expenses, pushing up retail prices of television sets across categories.Amid these pressures, several manufacturers have adopted different pricing strategies, with some absorbing part of the cost increases and others avoiding full pass-through to consumers in a bid to retain their share in India’s intensely competitive TV market.However, the rising price environment is beginning to influence buyer behaviour. Consumers are delaying purchases, and industry participants are reporting early indications of downtrading, where customers opt for lower screen sizes to manage budgets.“There will be a shift in the purchase of TV screen sizes. If a consumer is looking to buy a 55-inch screen size television, they might opt for a 50-inch screen size model instead. Consumers who were considering a 65-inch screen size TV are now settling for a 55-inch screen size,” said Super Plastronics Pvt Ltd (SPPL) Director and CEO Avneet Singh Marwah, whose company holds brand licences for Thomson, Kodak and Blaupunkt among others.He added that pricing has moved up significantly over the past six months, noting that an entry-level 32-inch television, which had previously fallen to around Rs 9,000, is now being sold at about Rs 11,000.Despite the pressure on demand, financing options continue to provide some support to the market. Haier India President NS Satish said that instalment-based purchasing is helping maintain demand, particularly for larger screens.“Almost 50 per cent of our business happens on EMI,” he said, pointing out that even a price increase of around Rs 5,000 only adds a few extra monthly instalments. “When EMI is there, an additional hike of around Rs 5,000 is just three additional instalments,” he said.Satish noted that while some consumers are still upgrading to bigger televisions by opting for higher EMIs, a section of buyers is shifting towards smaller screen sizes due to affordability concerns. He also said companies have not fully passed on cost increases to consumers, with current pricing levels now close to pre-GST reform figures.According to Counterpoint Research, India’s television market is expected to see a slowdown in demand, with shipments projected to decline 5–6 per cent in Q1 and 3–5 per cent in Q2 of 2026. The pressure is being driven by rising RAM costs, freight disruptions linked to geopolitical tensions, and the impact of rupee depreciation on import-linked expenses.Anshika Jain, Principal Analyst at Counterpoint Research, said brands with integrated supply chains, such as Samsung, are better positioned to manage these cost pressures. She added that consumers are currently prioritising essential spending and postponing discretionary purchases like televisions.However, she ruled out a widespread downgrade trend in screen sizes, noting that while some downtrading is visible, the premium segment, especially 45 inches and above, remains steady, supported by EMI options that ease affordability.Jain also said the market could see a modest recovery during the festive season in the second half of the year, with larger screen sizes of 55 inches and above continuing to gain traction over the longer term as upgrade cycles gradually evolve.
