Despite a challenging year for the Indian television industry, Samsung has defied market contraction by crossing Rs. 10,000 crore in TV sales in 2024, fueled by robust growth in the premium segment. The consumer electronics giant now sets its sights on double-digit growth for 2025, aiming to capture a third of the Indian market. With a new lineup of AI-powered TVs—including 100- and 115-inch models—Samsung is betting big on premiumisation and larger screen sizes. As the industry recovers, Samsung's innovations and strategic positioning could set the tone for the next phase of television consumption in India.
Resilience in a Contracting Market
The Indian television market contracted by over 10 percent in 2024, with sluggish consumer sentiment and a longer replacement cycle dragging down overall shipments. Macroeconomic headwinds further complicated matters, especially for mid-tier and Chinese manufacturers, many of whom reported steep shipment declines.
In stark contrast, Samsung bucked the trend with a 9 percent year-over-year increase in shipments, according to data from Counterpoint Research. The brand's strategic focus on premium offerings and enhanced offline retail presence helped insulate it from broader market pressures.
Crossing the Rs. 10,000 Crore Milestone
Samsung’s performance in 2024 was nothing short of extraordinary given the industry backdrop. Achieving Rs. 10,000 crore in revenue from television sales alone, the company set a new benchmark in the Indian market. As the only brand to hit this milestone, it has not only reaffirmed its market leadership but also demonstrated the viability of premiumisation as a long-term growth strategy.
Looking ahead, Samsung aims to outpace the overall market by a significant margin. While the broader industry is projected to grow at a low single-digit rate in 2025, Samsung is targeting double-digit expansion.
AI and Premiumisation: Twin Engines of Growth
At the heart of Samsung’s strategy for 2025 is its newly launched range of ultra-premium televisions, featuring Vision AI—an advanced suite of artificial intelligence capabilities. These include real-time picture and sound optimization through deep learning, personalized content discovery, and even gesture-based navigation powered by Galaxy Watch integration.
The product lineup—comprising Neo QLED 8K, Neo QLED 4K, OLED, and The Frame series—starts at Rs. 49,490 and extends to Rs. 11 lakh for flagship models. With AI-enabled features once considered futuristic now becoming standard, Samsung aims to “democratize” high-end tech across a wider consumer base.
Larger Screens, Deeper Penetration
The premium segment, particularly televisions sized 55 inches and above, is emerging as the fastest-growing category in India. According to Samsung’s Senior Director and Head of Visual Display Business, Viplesh Dang, this trend extends beyond metropolitan markets into Tier-II and Tier-III cities.
The 55-inch segment, once considered niche, is now approaching mass-market status. Meanwhile, demand for ultra-large screens—75 inches and above—is gaining traction. Samsung is responding with offerings that include 100- and 115-inch models, signaling a paradigm shift in consumer expectations and driving value growth across segments.
The Competitive Landscape
Samsung continues to face stiff competition in the Indian TV market from global players like Sony, LG, Panasonic, and TCL. However, its aggressive pricing, innovative feature sets, and robust offline distribution network give it a critical edge. The company’s ability to anticipate consumer shifts—from screen size to technology preferences—has allowed it to maintain a leadership position even in adverse conditions.
Outlook for 2025: Cautious Optimism
Analysts remain cautiously optimistic about the television sector's outlook for 2025. While the year began on a slower note, the latter half is expected to benefit from festive demand and increased consumer spending on premium electronics.
“The Rs. 40,000–70,000 price segment is poised to become a battleground for most brands,” noted Anshika Jain, Senior Analyst at Counterpoint Research. “The push toward premiumisation is real, and Samsung is well-positioned to capitalize on this shift.”
With its eye on market dominance and a solid innovation pipeline, Samsung appears set to redefine the consumer electronics landscape in India once again.
Comments