Like MNCs, domestic players too take the curved TVs path

The optimism shown by MNC players about the future of curved televisions despite low volumes is encouraging Indian TV manufacturers to join the fray. While LG and Samsung created the curved television category, Indian brands like Videocon is getting ready to launch its `desi’ version. Mumbai-based Vu Technologies is already there with its 4K UHD TVs in the curved segment.

``LG and Samsung have been making a lot of noise about their curved TVs and it is now synonymous with the premium segment. We would be launching curved televisions in the 4 K segment in sizes of 55 and 60 inches in the next two months. Volumes are still small but since the market leader Samsung is leading the way in curved technology, it is setting the trend for others to follow, Rajesh Sethi, Sales & Marketing Head- Videocon Industries.

In fact at the recently concluded CES(Consumer Electronics Show), Samsung had unleashed its ` ultra high definition’ or UHD technology in the curved segment with its SUHD range of televisions.

At the CES, the head of Samsung’s US operations said ``We have a 50 per cent share in the UHD TV market in the US and half our sales come from the curved segment as consumers have clearly seen the value of this immersive technology.’’

In India, Samsung launched its curved UHD(Ultra High Definition) TVs last year after LG unleashed its curved OLED sets with a different technology.

``We would be sourcing the curved panels from Samsung when we enter the segment as it is a technology leader in panel manufacturing and supplies to competitors like Sony,’’ added Rathi.

Vu Technologies took the cue from LG and Samsung to enter the curved segment last Diwali. Devita Saraf, CEO, Vu Technologies, said, ``Curved TVs are going to be niche in India. We decided to test our brand in this segment after witnessing good sales of our 84 inch UHD(Ultra High definition) television sets last year. Today we are the third player in curved televisions after LG and Samsung.’’

But others like Mirc Electronics(the makers of the Onida televisions) is still wary about the curved TV segment. As Gulu Mirchandani, CMD, Mirc Electronics says, `` The market is still limited for curved televisions as demand is yet to pick up. Besides curved TVs cannot be hung on walls like the rest of high definition large TVs.’’

In fact its prohibitive pricing is expected to be a deterrent for Indian consumers as the curved range is pegged upwards of Rs 2 lakhs.

Rajiv Mishra, VP, Media, Samsung says, ``Curved TVs mostly sell in the United States where consumers have higher disposable incomes and buying power unlike in India.’’

According to sources, Samsung has managed to sell just about 400 pieces of its curved TV sets in India since it launched last year. ``If the prices stabilize with economies of scale like it did for LED televisions, demand could pick up for curved TVs. Today we manage to sell about 40-50 curved television sets in a month,’’ says Nilesh Gupta, CEO, Vijay Sales.

However there is expected to be potent demand for curved television sets. As Sanjay Chitkara, Business Head, LG, says, ``There are customers in India who need only the best technology led product in televisions and do not want to compromise on quality viewing. We foresee strong demand for the product line in the future.’’

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