Why affordable TVs are India's real screen stars

Beyond the hype around giant OLEDs and premium panels, India's TV market is powered by budget-friendly models that provide value

- Abhishek Baxi

Budget TVs never hog centre stage in glossy showrooms. Yet, in everyday Indian homes, they are the unsung protagonists.

They slot into routines, empower diverse indulgences, and sidestep the space-and-cost dilemmas that come with flagship giants. While the marketing spotlight often illuminates the latest large-screen, feature-laden flagships from global giants like Samsung, LG, and Sony, the industry's true engine operates in a less glamorous but far larger segment. Here, mainstream affordable brands, legacy manufacturers, and scrappy startups battle for supremacy for an affordable telly.

What do we mean by “affordable”? As low as ₹10,000 for a 32-inch TV going up to solid 50-inch options for under ₹35,000. Once considered entry-level appliances for first-time buyers, affordable TVs now cater to multi-screen households, streaming-first lifestyles, and consumers who demand premium performance without the premium price tag. The vast majority of televisions sold in India are in the 32to 43-inch category—collectively holding a 71% market share. This segment is the undisputed volume driver in a market that reached approximately $12.2 billion in 2024 and is projected to grow at a compounded annual growth rate (CAGR) of 13.5% to nearly $26billion by 2030, according to TechSci Research.

The budget segment is often mischaracterized as being solely for first-time buyers with limited purchasing power. However, it is fuelled by another trend: the expansion of television ownership into secondary and tertiary screens within a single household.