Sony Corporation projects India will become its largest market for BRAVIA televisions in the next five to ten years, overtaking the United States. The company is focusing on premium, large-screen models to capture growing demand in the country. This shift is also influencing Sony's product strategy and local development plans.
Sony Corporation has identified India as its most important future market for television sales. Executives from the Japanese electronics giant expect the country to surpass the United States as the world's largest market for its BRAVIA brand within the next five to ten years. This projection comes as the U.S. market has shown signs of stabilization, while the Indian consumer market continues to demonstrate strong growth, particularly in the high-end segment.
Leadership in Premium Television
Sony India currently maintains a dominant position in the large-screen television category. Data shared by the company indicates a 32% market share in 65-inch models, 33% in 75-inch models, and 40% in 85-inch models. According to management, the company holds the top spot for premium TVs sized 55 inches and above. To reinforce this lead, the company recently introduced the BRAVIA 9II series, which includes a massive 115-inch model priced at ₹28.99 lakh, targeting luxury home entertainment consumers.
Strategic Changes and Joint Venture
This growth in India is changing how Sony designs its products. The company is now tailoring its features and offerings specifically for Indian consumer preferences. Beyond product strategy, the company is also restructuring its global operations. A joint venture, BRAVIA Inc., was formed with TCL. In this arrangement, TCL holds a 51% majority stake. This entity is set to take over Sony's entire home entertainment division, with full operations expected to begin in April 2027. Investors will need to track how this transition affects the company's control over its home entertainment business and its ability to maintain its current profit margins.
Market Context and Future Outlook
The shift toward larger, premium screens reflects a broader trend among Indian consumers moving toward higher-value products. However, the premium television segment remains sensitive to economic cycles and consumer spending power. As Sony expands its local focus, the main monitorables for the company will be the success of its India-specific product launches and the smooth integration of the new joint venture with TCL. Maintaining its high market share in the premium category while navigating this major structural change will be critical for its long-term performance.