Study of Color TV Market

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Background
The Indian colour television companies sold around 9 lakh CTV’s to the trade in the month of October, which was one of the best for business in recent years.
In sync with CETMA’s statement, consumer durable major also claim to have registered a jump in sales during the period. Companies such as LG, Samsung and Philips have reportedly registered the highest ever sales in a month. Retailers, however, offer a mixed reaction, retailers say that while CTV sales have increased marginally, sales of other consumer durables have dropped compared to last year. The drop in prices and large scale promotions has managed to increase CTV sales this year. CTV sales have primarily been in the low-budget range (priced between Rs 8,000 - Rs 15,000). Models priced above Rs 20,000 have just not sold.
Most of the segments in this sector are characterized by intense competition, emergence of new companies (especially MNC’s), introduction of state-of-the-art models, price discounts and exchange schemes. Currently, MNC’s dominate the Indian consumer durable segment, which is apparent from the fact that these companies command more than 65% market share in the colour television (CTV) segment.
There is a significant shift today. 15-20 years ago, it was a Seller's market. Customers had to buy what was available. There was absolutely no choice. But today, it is entirely different. It is a Buyer's market. There is plenty of choice, both in terms of brands and the items. It has helped in widening the product base of consumer durables. Also, technological changes have helped the boom in the industry.
TV sets are still the fastest growing category among household durables. During the last two years 11.5% of Indian homes bought a TV set. This figure is even higher among the top eight metros at 21.3% about one in every five home in these cities acquired a TV set in the last two years.