Samsung Aims for Double-Digit Growth in Indian TV Market in 2025

Samsung, a leading player in the consumer electronics industry, reported a significant milestone in 2024, with its TV sales surpassing the Rs 10,000-crore mark. Despite facing a challenging market environment last year, the company aims to achieve double-digit growth in 2025, driven by a focus on premium products and cutting-edge technologies.

According to Viplesh Dang, Senior Director and Head of Samsung's Visual Display (VD) Business, the company plans to expand its market share, targeting approximately one-third of the Indian TV market. The growth is expected to be fueled by a rising demand for larger screen sizes, particularly 55 inches and above, which are becoming increasingly popular in both metro and smaller Tier-II and III cities.

While 2024 was a tough year for the TV industry overall, marked by a decline in sales, Samsung is optimistic. "Although the industry saw a dip, we are observing early signs of recovery," Dang stated. The company forecasts modest single-digit growth for the market, but aims to outpace this trend, targeting a double-digit growth rate.

Samsung's strategy for 2025 revolves around its new Vision AI technology, which it introduced as part of its ultra-premium TV lineup. This AI-driven innovation enhances the user experience by making screens smarter and more responsive. Vision AI optimizes picture quality, sound, and content discovery through deep learning algorithms that adapt in real-time to content and environmental conditions. Additionally, the technology personalizes user settings and preferences, offering a unique and tailored viewing experience.

"By democratizing AI, we aim to make it accessible to a wider range of consumers, driving sales and growth," Dang added. Samsung's premium TV offerings, which include models like Neo QLED 8K, Neo QLED 4K, and OLED, now feature AI-powered functionalities such as Universal Gesture Control. This allows users to navigate their TV using simple hand gestures, eliminating the need for a remote and enhancing convenience.

Samsung's push into the high-end segment is evident in the wide range of its 2025 TV lineup, which includes models priced between Rs 49,490 and Rs 11 lakh. The company is seeing a shift in consumer preferences, with increasing demand for large-screen models, particularly 75 inches and beyond. Samsung believes this trend will continue as more consumers opt for premium experiences at home.

The premium segment, particularly for TVs with 55-inch screens and larger, is showing robust growth. According to Counterpoint Research, shipments of 55-inch and larger TVs increased by approximately 12 percent year-over-year in 2024, driven by a preference for immersive entertainment experiences. Samsung, as the market leader, saw a 9 percent year-over-year growth in TV shipments, fueled by its increased focus on premium offerings and offline retail expansion.

However, the overall TV market in India experienced a decline in shipments in 2024, primarily due to weak consumer sentiment, a slowdown in replacement cycles, and macroeconomic pressures. Despite these challenges, Samsung is optimistic about the future. Counterpoint forecasts a stable 2025 for TV shipments, with modest single-digit growth, particularly in the second half of the year, fueled by festive demand and consumer upgrades to premium devices.