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Why India matters to Sony’s premium strategy
In an interview with ET ElectronicsWorld published on 16 October 2026, Nakano described India as an important growth market for Sony across premium TVs and home audio. He connected the opportunity to changing entertainment habits: consumers are spending more time with films, streaming content, sports and games at home, increasing interest in a larger and more immersive setup.
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India’s expanding premium segment also gives Sony room to sell products differentiated by display performance, processing and audio capabilities instead of competing mainly on price. Sony sells televisions ranging from value-oriented models to premium BRAVIA sets, but Nakano’s comments focus on the upper end of that portfolio.
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Large screens are moving into the mainstream premium conversation
Nakano specifically identified 85-inch and 98-inch televisions as sizes gaining consumer relevance in India. These formats were once limited largely by price, room size and viewing habits. Their growing acceptance suggests that some Indian buyers are now treating the television as the centre of a dedicated home-entertainment space rather than as a conventional living-room appliance.
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Screen size alone does not determine whether an ultra-large TV is suitable. Buyers need enough viewing distance, wall or furniture space, delivery access and a budget for installation. At these dimensions, picture processing and upscaling also matter because lower-resolution broadcasts and compressed streaming video can look less forgiving on a very large panel.
How Sony says BRAVIA will stand apart
“The opportunity for BRAVIA lies in combining larger screen formats with the picture quality and performance Sony is known for, driving further premiumisation through meaningful technology innovation rather than competing purely on price,” Nakano said.
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That positioning places image quality and processing at the centre of Sony’s premium-TV pitch. In practical terms, a buyer comparing an 85-inch or 98-inch model should assess motion handling, HDR performance, viewing angles, upscaling of HD content and the television’s ability to maintain detail in dark and bright scenes. Smart-TV software, gaming support and update policies are also relevant, but the interview did not identify a specific BRAVIA model or specification.
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Sony claims a strong position above ₹1 lakh
Sony India says it holds a 42% value share in India’s premium-TV segment priced at ₹1 lakh and above. The figure was provided by Nakano in the 2026 interview; the report does not name the measurement company or explain the methodology, so it should be read as Sony’s stated position rather than an independently audited market estimate.
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Nakano also described Sony as particularly strong in larger premium screens. The company competes in India with brands including LG, Samsung and TCL, all of which offer large-format televisions across multiple price tiers. Sony’s stated approach is to defend its premium position through display quality, processing and technology innovation.
GST 2.0 changes the tax backdrop
Nakano linked Sony’s recent stable business growth to the broader electronics market and to India’s GST 2.0 reform. Under the tax change cited in the interview, the GST rate on televisions larger than 32 inches fell from 28% to 18%.
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- 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.
The source does not provide an independent sales increase or a causal estimate showing how much of Sony’s performance came from the tax reduction. The lower rate can improve the final price structure for larger TVs, but actual savings depend on retailer pricing, promotions, distribution costs and the product’s pre-tax price.
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Sony Group has signed a definitive agreement to spin off its television and home-audio operations into a joint venture controlled by TCL. The proposed structure gives TCL a 51% stake and operational control. The new entity is intended to manage planning, design, manufacturing, sales, logistics and customer service.
| Element | What has been announced |
|---|---|
| Ownership | TCL to hold 51%; Sony to hold the remaining stake. |
| Operations | The joint venture is expected to cover product planning, design, manufacturing, sales, logistics and customer service. |
| Target start | Operations are targeted for April 2027, subject to regulatory approvals. |
| Branding | Products are expected to continue using Sony and BRAVIA branding. |
| India strategy | No India-specific operating plan has been disclosed. |
Nakano called TCL a beneficial global partner but said it was premature to comment on the India-specific strategy. That means the agreement does not yet establish how Sony’s Indian product range, retail network, pricing, warranties or service arrangements will change. Until approvals are completed and the new entity publishes local plans, buyers should not assume a different support model or product roadmap.
What this means for someone buying a Sony TV in India
- Choose by room and viewing distance first. An 85-inch or 98-inch screen needs suitable space and delivery access; a larger panel is not automatically better for every room.
- Prioritise processing for mixed content. If you watch broadcast television or HD streams, upscaling and motion handling can matter as much as native panel resolution.
- Budget for audio separately. Large screens can deliver an immersive image while built-in speakers remain limited. A soundbar or home-theater system may be necessary for fuller dialogue, bass and surround effects.
- Check local support before purchase. Confirm installation, warranty coverage, panel service and parts availability for the exact model sold in your city.
- Do not buy on the 42% figure alone. Sony’s share claim describes the ₹1 lakh-and-above segment but does not reveal its measurement method or guarantee that any individual model offers the best value.
Exact BRAVIA model specifications, current Indian prices and retailer availability were not provided in the interview. Those details must be checked against live listings before making a purchase.
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