India's smart TV market recorded another weak quarter in the April-June period, with sales volumes declining 5.7 per cent year-on-year.
This is extending the slowdown after a 3 per cent decline in the January-March quarter, according to industry estimates from IDC, Counterpoint Research and channel checks.
The slowdown was more pronounced in the entry-level segment as consumers deferred purchases following steep price increases.
According to IDC, sales volumes of 43-inch and smaller smart TVs fell 6.8 per cent during the quarter, while sales of televisions larger than 43 inches declined 3.5 per cent, indicating relatively stronger demand in the premium segment.
Debasish Jana, Research Analyst at IDC, said demand remained under pressure as higher prices affected consumer purchases, particularly in the mass-market category.
Industry estimates showed prices of 32-inch to 43-inch smart TVs rose nearly 17 per cent during the quarter, compared with a 6 to 7 per cent increase for larger televisions. Jana said manufacturers are expected to raise prices by up to 10 per cent in the current quarter as they continue to face higher component costs and the impact of a weaker rupee.
Anshika Jain, Principal Analyst at Counterpoint Research, told NDTV the sharper slowdown in smaller televisions reflected greater pricing pressure on entry-level consumers. She said memory costs have surged significantly, making budget televisions more expensive to manufacture, while persistent inflation has reduced affordability.
Memory prices have risen nearly fourfold since December 2025, while the weaker rupee has increased the cost of imported electronic components. Industry executives said memory accounts for a larger share of manufacturing costs in entry-level televisions, making the segment more vulnerable to rising input costs.
Despite the slowdown, analysts said the industry's premiumisation trend remains intact. Televisions measuring 43 inches and below account for around 60 per cent of the market by volume, while larger-screen models contribute the remaining 40 per cent. Consumers are gradually upgrading to bigger televisions as incomes rise and demand for high-definition and streaming content grows.
The industry is now looking to the festive season, though analysts cautioned that another round of price hikes and elevated retail inflation could weigh on demand, particularly in the entry-level segment.