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Haier Group is increasing its presence in the Indian television market, with the general manager of Haier Multimedia—overseeing the company’s TV operations—conducting on-site visits to local manufacturing facilities and retail outlets.
During a recent trip, Liu Junguang inspected Haier’s TV production lines in India and visited key cities including Bangalore, known as the country’s tech hub, and Mumbai. He emphasized on social media that the company places great importance on the Indian market and plans to upgrade automation and visual inspection technologies at its local factories to boost product quality.
The Qingdao-based company operates plants in Pune’s Ranjangaon Industrial Area and in the Greater Noida region of Uttar Pradesh, where they manufacture TVs along with other household appliances.
By utilizing its extensive sales network and after-sales service infrastructure, Haier aims to strengthen its foothold in China while swiftly expanding into international markets such as India. This strategic move is intended to support the growth of its global TV division during challenging economic cycles, according to Zhang Hong, deputy general manager of the large-display division at industry research firm Sigmaintell Consulting.
Worldwide TV shipments are projected to decline slightly by 0.7% in 2024, reaching approximately 221 million units. However, sales in India are expected to grow by around 3.5%, surpassing 18.6 million units, with growth predicted to continue this year.
The rapid expansion of India’s TV market is largely driven by its large population. As consumers’ purchasing power increases, rising demand from young newlyweds significantly supports the market, Zhang explained.
Additionally, government policies aimed at stimulating domestic demand—such as the recent Goods and Services Tax (GST) reforms—have contributed to this growth. For example, since the GST rate for medium and large-sized TVs (32 inches and above) was reduced from 28% to 18%, there has been a shift toward larger models between 43 and 55 inches, which now dominate the market. This change has provided manufacturers with the opportunity to optimize their product offerings.
India has now become the third-largest TV market globally but still holds considerable potential for growth. A representative from the China Chamber of Commerce for Import and Export of Machinery and Electronic Products noted that TCL’s factory in India supports a strong supply chain network, giving Haier a competitive advantage in expanding further within the country.
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