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India is becoming an increasingly important growth market for Sony’s premium televisions and home-audio products, according to Daijiro Nakano, deputy managing director of Sony India. He points to demand for larger screens, advanced display technology and more immersive entertainment as the forces behind premiumisation.
Sony says it held a 42% value share of India’s television segment priced at ₹1 lakh and above. That figure is Nakano’s company-reported position, as cited by ET ElectronicsWorld in October 2026; the underlying measurement provider and methodology were not disclosed.
Why Sony sees more room for premium growth in India
Nakano describes India as an important growth market across premium TVs and home audio. The opportunity is not limited to replacing older sets. Consumers are increasingly considering larger screens and more advanced display technologies, while changing viewing habits are making an immersive living-room setup more attractive.
Sony’s BRAVIA strategy is built around differentiating on picture quality, processing and performance rather than competing primarily on the lowest price. Nakano said the opportunity is to combine larger screen formats with the picture quality and performance associated with Sony, using technology innovation to drive further premiumisation.
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The company sells televisions spanning value to premium tiers, but its stated emphasis is the upper end of the market, especially larger models. Sony competes in India with LG, Samsung and TCL, among other television manufacturers.
85-inch and 98-inch TVs are moving into the mainstream conversation
The interview specifically identifies 85-inch and 98-inch televisions as sizes gaining consumer relevance in India. That does not mean either size is now a mass-market standard, nor does it establish national sales volumes. It does show that ultra-large screens are becoming part of the premium buying discussion.
| Screen size | What the interview establishes | What buyers should consider |
|---|---|---|
| 85 inches | Demand for this ultra-large format is increasing within Sony’s premium-screen strategy. | Check that the room, wall and viewing distance can accommodate a very large display before comparing models. |
| 98 inches | Nakano names 98-inch televisions as a format consumers are increasingly accepting. | Expect installation, delivery access and room-layout constraints to matter as much as display technology. |
Exact BRAVIA model specifications, current Indian prices and retailer availability were not provided in the interview. A purchase decision therefore still requires a live check of panel technology, processor features, warranty terms and stock.
What Sony’s 42% premium share means—and does not mean
Sony India reports a 42% value share in the ₹1 lakh-and-above premium-TV segment. Because this is a value-share figure, it reflects the rupee value of sales rather than the number of units sold. It also covers only televisions at or above the ₹1 lakh threshold, not India’s entire TV market.
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The figure should be read as Sony’s reported position, not as an independently audited market estimate. The interview does not identify the data source, survey period or calculation method. It nevertheless signals where Sony believes its strongest competitive position lies: premium and larger-screen televisions.
How tax changes may support larger-screen demand
Nakano linked recent stable business growth to the broader electronics market and to India’s GST 2.0 reform. The reform reduced GST on televisions larger than 32 inches from 28% to 18%, according to the interview.
A lower tax rate can reduce the tax component of a qualifying television’s price, but the source does not provide an independent estimate of the resulting sales increase or prove that GST changes caused Sony’s growth. Final shelf prices also depend on manufacturer pricing, retailer margins, promotions and model mix.
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What the proposed Sony–TCL joint venture could change
Sony Group has signed a definitive agreement to spin off its television and home-audio business into a joint venture controlled by TCL. Under the proposed structure, TCL would hold 51% and have operational control.
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The planned entity would cover:
- Product planning and design
- Manufacturing
- Sales and logistics
- Customer service
Operations are targeted for April 2027, subject to regulatory approvals. Products are expected to continue using Sony and BRAVIA branding. The arrangement could give the new company TCL’s operational scale while retaining Sony’s brand, product positioning and technology direction, but the final division of responsibilities and market effects depend on approvals and implementation.
Nakano said it was too early to comment on the India-specific strategy. He did describe TCL as a beneficial global partner, so there is no confirmed India plan yet for product ranges, distribution, service operations or pricing after the proposed transaction.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What this means for someone shopping for a Sony BRAVIA in India
Choose the screen size around the room, not the headline number
An 85-inch or 98-inch television can make cinematic content more immersive, but the physical size affects seating layout, wall strength, delivery routes and installation. Measure the intended wall and the path into the room before ordering.
Compare picture performance, not just diagonal size
For a premium purchase, evaluate display technology, image processing, motion handling, brightness and upscaling alongside screen size. Sony’s stated differentiation is picture quality and performance, so those are the areas in which a BRAVIA should be assessed against competing premium sets.
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- POWERFUL TV PROCESSING: The 4K Processor X1 delivers a lifelike picture that is full of rich colors and sharp details.
- ENHANCED COLOR AND FINE DETAILS: See natural and precise picture quality with a wide array of colors and dynamic contrast.
- EVERYTHING YOU STREAM. ALL IN ONE SCREEN: Get access to all your favorite streaming apps in one place with Google TV. Easily stream to your TV with support for Apple AirPlay 2 and Google Cast.
- MOVIES INCLUDED: Get movies included with the SONY PICTURES CORE app.
- INTELLIGENT MOTION HANDLING: See blur-free picture quality in fast-moving sports and action-packed movies powered by Motionflow XR.
Budget for sound separately when necessary
A very large screen does not automatically provide room-filling audio. Check the television’s speaker performance and whether a soundbar or home-theater system is needed for the room and the content you watch.
Verify India-specific support before paying
Confirm warranty coverage, installation, service availability and replacement-panel terms for the exact model. These details can vary by product and location and were not specified in the interview.
What remains unknown
The available interview does not provide an independent forecast for India’s premium-TV market, named BRAVIA model numbers, current prices, retailer inventory or verified affiliate-program information. It also does not state how the proposed joint venture will alter Sony India’s portfolio. Those details require separate, current checks when a specific purchase or 2027 business impact is being assessed.
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