Samsung has achieved a remarkable milestone in India's consumer electronics landscape. The company's TV sales crossed the Rs 10,000 crore mark in 2024, making it the only brand to reach this revenue figure in the country. This achievement comes despite an overall decline in the Indian TV market last year.
The broader TV industry witnessed a challenging 2024, with overall shipments declining by over 10% according to Counterpoint Research. Samsung, however, bucked this trend. The company registered 9% year-over-year growth in shipments, cementing its position as the market leader.
"We expect the industry to grow in the low digits, but we will outpace the market growth where we are aspiring for a double-digit growth," said Viplesh Dang, Samsung's Senior Director and Head of VD Business. The company now aims to capture approximately one-third of the Indian TV market.
Samsung's success story is largely written by premium televisions. The company is observing "absolute growth" in both value and volume for 55-inch and above screen sizes. What's particularly interesting is that demand for these larger screens is surging not just in metros but also in tier-II and tier-III cities across India.
"Now, 55 inches has also become a mass segment," noted Dang. "The new segment which is arriving is 75 inches and above. And there, when we are bringing 100 inches and 115 inches, we see that the market will upsize itself and create for us the value growth."
Samsung is betting big on innovation to maintain its momentum. The company recently launched its 2025 lineup of televisions, introducing Vision AI technology to Indian consumers. This technology makes screens "smarter, more intuitive and deeply personal" by optimizing picture quality and sound in real time.
The new lineup spans Neo QLED 8K, Neo QLED 4K, OLED, and The Frame TVs with prices ranging from Rs 49,490 to Rs 11 lakh. One standout feature is Universal Gesture Control, which allows users to navigate their Samsung Smart AI TV using simple hand movements without needing a remote.
Counterpoint Research expects the overall TV market to remain stable in 2025, with modest single-digit growth. The second half of the year might see a rebound, particularly in the Rs 40,000-70,000 price range, which is becoming the key segment for most brands.
According to projections, Samsung is perfectly aligned to execute a successful market strategy. Bringing AI technology to the masses within its product range and at the same time taking the ultra-premium route with displays greater than 100 inches puts the company well to maintain its lead against Sony, LG Electronics, and TCL in a rapidly changing market where people favor technology-rich bigger displays even in small towns.