This rapid transition makes India an important market for all TV brands. India is one of the few countries going through a growth phase, as LCD TVs gain increasing acceptance and adoption.

“The transition from CRT to LCD TV is well under way, supported by declining prices and increasing availability in India,” said Riddhi Patel, research director of consumer insights for NPD DisplaySearch.

“Domestic brands, like Videocon and Onida, are competing strongly against Samsung and LG.”

LCD TV demand in India grew 25% in 2012, reaching 6.1 million units, and another 15% in 2013 to 7.1 million units. “Although year-over-year growth increased, growth was slower than expected last quarter due to a slowdown in shipments due to a devaluation of the rupee and increased prices on TV sets,” Patel said.

Along with CRT, plasma TVs will also decline in India, due to lower interest by consumers, retailers, and brands, as well as a diminishing price advantage in 50” and larger sizes. Mature markets will introduce OLED TVs to compete with LCDs, but they are not expected to be available in India soon due to consumer price sensitivity.

Figure I: India TV Shipment Forecast by Technology