After a period of slump in 1999 and 2001, colour television (CTV) sales have picked up again during the last two years.
In FY 2003 the industry reported an upward movement in sales because of the two World Cups - football and cricket. The industry is looking at closing the current year 2004 with sales of more than nine million units, a Consumer Electronics & TV Manufacturers Association (CETMA) official said.
According to CETMA, during the first quarter of the current year (January-March 2004) the industry has already clocked a sale of 2.2 million units and proposes to end the second quarter with a sale close to two million units.
The industry expects to close the last six months of the year with sales of five million units.
"The CTV market has grown rapidly in the last one decade in India aided by the advent of cable television and the telecast of sporting events, especially cricket," industry sources said.
As per ICRA analysis, "The market grew rapidly till FY 2000, mainly due to the cricket World Cup. Thereafter, for the next two years sales slumped partly since cricket World Cup had forced many households to advance their decision to purchase a CTV in the previous year and partly because of a series of natural calamities that hit the country in the interregnum."
On the supply side, over the last two to three years, there has been some intense activity in the CTV market, with increased competition and players launching premium products incorporating superior technology, industry analysts said.
The major brands in the Indian CTV industry are LG, Samsung, Onida, Videocon, Sansui, Sony, Philips, Panasonic, Sharp, and Thomson. Till the late 1990s, the market was dominated by older domestic players such as BPL, Videocon and Onida. Although they are still present in the market, they are steadily losing ground to multinational players such as LG and Samsung.
ICRA states, "Multinationals such as LG and Samsung have managed to increase their market share on the strength of aggressive marketing. LG claimed leadership position in calendar year (CY) 2002 with sales of 1.1 million sets, representing a growth of 76.5 per cent."
Samsung's market share has increased to 11.3 per cent during CY 2002. However, Sony, whose strategy has been to be a value-driven player rather than a volume driven one, has seen further erosion in its market share. Its market share during CY 2002 was estimated at 3 per cent, compared with 5 per cent during CY 1999.