“LCD TVs have captured consumer attention due to attractive form factors, declining prices, and increased availability,” said Riddhi Patel, research director of consumer insights for NPD DisplaySearch.

“Brand marketing efforts, combined with special occasion offers, are further increasing the adoption of LCD TVs.”

LCD is expected to be the sole technology available in the Indian TV market in 2016, as plasma and CRT TVs are phased out by manufacturers and retailers. OLED TVs may become available, but quantities would be negligible.

While CRT manufacturers continue to focus on 21" and smaller sizes, 22- 24" LCD TVs dominated shipments in Q2’14, with 41% of the total LCD TV market, followed by the 32" segment at 32%.

The growth in 32" TVs was much slower in Q2’14 than in previous quarters, as consumer attention was drawn to 40" and larger sizes, which were 13% of shipments. Sony edged past Samsung to lead the LCD TV market in Q2’14 by a very slim margin.

The overall TV market in India grew 7% Y/Y in Q2’14, reaching 2.9 million units; three-quarters of all shipments were flat panels.

“There is strong competition among the top three brands in the Indian flat-panel TV market, which have a combined share of more than 60%,” Patel noted.

“While Samsung and LG both ship LCD and plasma TVs, Sony’s share gain is based solely on its LCD TV shipments.”

“While Videocon, a domestic brand, has been a market leader for the past few years, Micromax only recently entered the top five ranking,” Patel continued.

“Micromax, already well-known in India for its mobile devices, joined the LCD TV market in 2013; since then the company has been building its presence in India’s TV market.”