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Sony sees India overtaking the US as its largest BRAVIA TV market within 5–10 years
Our read
India is likely to become Sony's biggest large-screen BRAVIA growth engine before it clearly surpasses the US as its largest total TV market by revenue.
For operators
Sony’s large-screen share in India signals room to prioritize premium TV assortment, experiential retail and white-glove delivery for 65-inch-and-above buyers.
Watch
Sony's India 65-inch-plus unit and value share during Diwali and major e-commerce sale periods.
The report,
Sony expects India to overtake the US as its largest BRAVIA TV market within five to ten years, driven by premium large-screen demand. Sony India launched its BRAVIA 9 II range, including a 115-inch model priced at Rs 28.99 lakh.
Reported figures
From the report. Source details below
| BRAVIA Inc is scheduled to start operations in April | 2027 |
|---|
Also in the report
- TCL will hold 51% and Sony 49% in BRAVIA Inc
- Sony claims 32% share in 65-inch, 33% in 75-inch and 40% in 85-inch TV segments
Why it matters to operators
Sony’s India momentum strengthens the case for partnerships spanning premium retail distribution, installation services and high-end home-entertainment ecosystems.
What to watch next
- Price declines for 75-inch and 85-inch Mini LED TVs relative to household disposable income and EMI affordability.
- Local-manufacturing announcements, import-duty changes and rupee movement affecting premium-TV pricing.
- Competitor launches and discounting from TCL, Hisense, Samsung, LG and Xiaomi in the 65-inch-plus category.
- Growth in premium retail doors, installation capacity, warranty claims and service turnaround times outside major metros.
- India versus US BRAVIA revenue and unit-growth disclosures, if Sony begins reporting them.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Broaden the BRAVIA 65-inch-to-85-inch lineup with India-specific price ladders, festival bundles and no-cost EMI offers.
- Increase local assembly, component sourcing and inventory planning to reduce price gaps versus Chinese and Korean competitors.
- Expand premium experience zones, installer networks and after-sales service in tier-1 and affluent tier-2 cities.
- Bundle BRAVIA sets with PlayStation, soundbars, streaming partnerships and extended warranties to defend premium margins.
- Use the 115-inch launch as a halo product while concentrating sales execution on more scalable 75-inch and 85-inch models.
The counter-case
The case against this reading — not reported by the source.
Sony’s claim may be directionally plausible but commercially misleading: India could become BRAVIA’s largest market by unit volume only because its addressable base is huge, while the US may remain materially more important in revenue, margin and premium-TV profitability. The cited share figures are confined to 65-inch-and-above segments, where the overall market is still relatively small and can be distorted by limited volumes. A Rs 28.99 lakh, 115-inch launch is a halo product, not evidence of scalable mass-premium demand. India’s highly price-sensitive consumers, uneven disposable-income growth, currency weakness and financing dependence could constrain conversion beyond affluent metros. TCL, Hisense, Samsung, LG and Chinese-led value brands can also compress prices and reduce Sony’s ability to monetize large-screen demand.
The source
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First seen