India set to overtake US in BRAVIA television sales in next 5-10 yrs: Sony Corporation global head Nezu Daisuke

New Delhi: Japanese consumer electronics giant Sony expects India to emerge as its largest global market for BRAVIA televisions over the next five to ten years, overtaking the United States, driven by strong demand for premium large-screen televisions, a top company official said on Monday.

The company considers India a "strategic" market, backed by growing consumer preference for high-quality content viewing experiences and premium home audio systems, Sony Corporation Global Head, Home Product Business Division, Nezu Daisuke, told PTI.

India has already become one of the company's most important markets for both televisions and audio products for Sony globally and is expected to gain further prominence in the coming years, he said.


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Daisuke noted that while the US market remains significant, growth there has stabilised compared to the strong momentum being witnessed in India. "The US market is kind of keeping steady. Then maybe in the next five or ten years, India may become the number one position in the market," he added.

He said the growing strategic importance of India is also influencing Sony's product development plans, with the company increasingly tailoring products to meet local consumer preferences.

"Strategically, we develop products for the Indian market, including BRAVIA systems and home audio products," Daisuke said, indicating that more India-focused offerings could be introduced in the future.

Sony markets its premium television range under the BRAVIA brand and also sells a wide portfolio of home entertainment and audio products globally.

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According to Daisuke, the United States currently remains Sony's largest market, followed by India, while Europe, Japan and Vietnam are among the other key markets for the company.

Over Sony's JV with Chinese TV maker TCL for Bravia, Daisuke said it's in an integration stage and refused to share details on that.

Earlier this year, Sony and TCL finalised a definitive agreement to create a joint venture named BRAVIA, Inc, with TCL holding a 51 per cent majority stake and Sony retaining 49 per cent.

The partnership absorbs Sony's entire home entertainment division -- including Bravia TVs, projectors, and audio gear -- and is scheduled to begin operations in April 2027.

Strengthening its position in the premium TV market, Sony India launched its flagship BRAVIA 9II lineup. In this, Sony India also introduced the new 115 (292 cm), the largest BRAVIA television ever by Sony, priced at Rs 28.99 lakh, which will be available soon.

Sony India Managing Director Sunil Nayyar said, "India is a huge market. People are quality conscious. People want better products, long-lasting products. People want to associate with a great brand. And they have pride of ownership of good and new technologies. That's where Sony fits the bill perfectly."

Nayyar said Sony held the highest market share in the large-screen category, with a 32 per cent share in the 65-inch segment, 33 per cent in the 75-inch segment and 40 per cent in the 85-inch segment.

"If you take 55-inch premium onwards, Sony is clear number one. There's no doubt about it," he said, adding, "now with this new launch today through RGB, I think, it should be very good for our brand, for our market shares."