Smart TV manufacturer Hisense is preparing to finalize its multi-product strategy by introducing new categories in the Indian market. In addition, the company is exploring the launch of exclusive showrooms to further strengthen its presence and customer engagement, Pankaj Rana – Chief Executive Officer, Hisense India, told Financial Express.
The company’s current priority is to expand its offline presence, with a strong focus on strengthening distribution and enhancing customer accessibility.
“One of our key priorities now is expanding our offline presence. We’ve already appointed four regional heads to lead operations across North, South, East, and West India. The offline push will complement our strong online presence. Moreover, as we finalize our multi-product strategy and introduce new categories into the Indian market, we are also exploring the possibility of launching exclusive Hisense showrooms. That step, however, is more likely to materialize in the next 12 to 18 months,” Rana said.
The Indian television market is highly competitive:
According to the brand, the Indian television market is highly competitive, especially in the budget segment. Beginning this year, the company has strategically expanded into offline retail to strengthen its presence and deepen its reach across the country.
“Starting this year, we have strategically expanded into offline retail, with the aim of strengthening our presence and deepening our reach across the country. It’s also important to note that within the TV category, we operate with two brands — Hisense and Toshiba. Toshiba is a global brand under the Hisense Group, and it holds a strong leadership position in markets like Japan,” Rana noted.
The brand is fully aware of the challenges and intense competition:
The executive stated that while they are fully aware of the challenges and intense competition in the Indian market, the rollout of the offline strategy over the past six months—covering infrastructure development, network expansion, and key team onboarding—has delivered encouraging growth for the brand.
“In fact, for the first half of this year (H1), our TV business in India has grown by over 40% compared to the same period last year. While our strategic focus is on large-screen TVs, we offer a comprehensive product portfolio ranging from 32-inch to 100-inch models. We’re also planning to introduce even larger screen sizes in the near future, as part of our ongoing product roadmap,” Rana mentioned.
In response to competition from LG, Sony, and Samsung, which currently dominate the Indian television market, Hisense is strategically positioning itself as a premium brand.
“LG, Sony, and Samsung currently hold a dominant position in the Indian television market. At Hisense, we are strategically positioning ourselves as a premium brand, with a strong focus on the large-screen segment — particularly 75-inch, 85-inch, and 100-inch TVs. While even 65-inch is considered large-screen in India, our aim is to lead in the truly expansive formats,” Rana concluded.
