India is a strategic market, witnessing strong traction for premium TVs: Sony India MD

Sunil Nayyar, Managing Director, Sony India and Nezu Daisuke, Global Head of Home Product Business Division, Home Entertainment Business Unit, Sony Corporation, unveiled the flagship BRAVIA 9II 115 (292 cm)

Sony India is eyeing revenues of ₹10,000 crore as it is witnessing stronger traction for premium televisions in India, which it considers to be a strategic market. The Japanese consumer electronics major, on Monday, launched its flagship BRAVIA 9II line-up, with the introduction of its new 115 (292 cm), the largest BRAVIA television ever by Sony.

 “Premiumisation is gaining traction in India and the average selling price is increasing. So, we are hopeful of achieving a target of ₹10,000 crore in terms of revenues in a couple of years,” Sunil Nayyar, Managing Director, Sony India, told businessline. 

“India is a key strategic market for Sony. We are seeing strong double-digit growth in the large and super-large TV segment. So the 55 inches and above market is shaping very well in the country and witnessing growth in the range of 30-40 per cent. This is in sync with our strategy,” he added.

Premium TVs

Nayyar said that in 65-inch, 75-inch and 85-inch segments, the company has been witnessing even stronger growth. “Demand for premium televisions is coming not just in metros and large cities but is also equally good in tier-2 and tier-3 towns. Consumers are increasingly willing to spend on better quality products. We are gearing up for a strong second half due to various festivals,” he noted.

Asked about challenges of higher production costs, Nayyar said, “The ongoing shortage of memory chips is challenging, but we are navigating it as much as possible to absorb costs. We have positioned our price-points for new products accordingly.”

Sony’s True RGB BRAVIA portfolio now spans from 55 inch (140 cm) to 115 inch (292 cm), offering consumers a complete range of premium screen sizes, it added.

Published on August 3, 2026