TCL targets 10% share of India's TV market in 2025

TCL Electronics has launched 115” QD Mini LED TV 115X955 Max in India. Priced at INR 29,99,990/-, the Hong Kong-based company claimed that this was the world’s largest TV set. Showcased at CES 2025 held in Las Vegas, Nevada last week, the product was first launched in India and will be introduced in other parts of the globe later.

Besides its large display size, the TV features 20,000+ local dimming zones for consistent colour accuracy for life-like pictures, ONKYO 6.2.2 Hi-Fi system for home-theatre-like sound, and Game Master technology for the ultimate gaming experience. Launched by the company’s brand ambassador, India’s men’s cricket team captain Rohit Sharma, the product is currently available for pre-booking for a limited time frame. Pre-booking customers will also receive a complimentary 75” QLED TV from TCL. The 115” TV model can be purchased from Reliance Digital, Croma, offline brand stores and partner retail stores, as well as online marketplaces such as Amazon and Flipkart.

Stating that the newly launched TV model is competitively priced, Lakshmana Kumar, director – retail and marketing, TCL India told Campaign that the company would invest heavily in various marketing campaigns across India this year to promote its various TV offerings. While he refrained from disclosing the marketing or advertising budgets, nearly 80% of the budgets would be directed towards digital marketing initiatives, he said.

Within digital, TCL's ad spends would be distributed across digital OOH and OTT ads (35%), social media (30%), and influencer engagement and PR (35%) this year, Kumar informed. TCL hopes to sell 25 to 30 units of its 115” QD Mini LED TV 115X955 Max model in the current calendar year in India. Already two customers in India have pre-booked this newly launched TV.

According to a Customer Market Insights report, India’s TV market was valued at $12,267.60 million in 2024 and is expected to grow by more than 11% over the next few years. According to Kumar, TCL presently controls nearly 6% share of this market and has set a target of achieving 10% share by the end of 2025. Among its TV models, TCL's most popular store keeping units (SKUs) in India belong to the mid-range--between 55" to 75" in sizes. Kumar informed that the company was working on a new line-up for this year and would introduce the X-, C8-, C7-, and C6-series products in the coming months.

Lakshmana Kumar (L) and Xia Dongyue (R) while speaking to Campaign at the launch event

TCL plans to increase its marketing budget for 2025 by more than 30% over last year’s allocations, informed Kumar. This year, the company will promote its products by focusing primarily on their technological features through marketing activities like sports activations, PR exercises, and influencer engagements.

Manufactured in its production facility in Tirupati, TCL will target only the premium customers in India for its largest TV model. Speaking to Campaign, Xia Dongyue, general manager, TTE Technology India, informed that the company has so far invested $3.2 billion in its two manufacturing plants in Tirupati and its TV production for the Indian market was already happening at these locations.

While the manufacturing plant in Tirupati currently makes only television sets, plans are underway to manufacture washing machines, air conditioners, and sound bars (home theatre systems) soon.