Recent data from Counterpoint reveals a shift in consumer preference in India’s TV market: smaller 32-inch Smart TVs are losing traction, while bigger screens are flying off the shelves. Once dominant, the 32-inch segment has seen an 8–10% year-on-year decline in sales, whereas sales of TVs 43 inches and above have jumped up to 25%.

GST Rate Cut Drives Larger TV Sales

The Indian government’s **GST reduction on TVs larger than 32 inches—from 28% to 18% effective September 22, 2025—**has made bigger TVs more affordable. This has encouraged consumers to invest in larger screens, which offer a better entertainment experience for movies, sports, and gaming.

According to market experts, the price difference between a 32-inch and a 43-inch TV is now just a few thousand rupees, making larger TVs an attractive option for most buyers.

High Demand in Tier 2 and Tier 3 Cities

Data from ET Telecom shows that the large-screen category accounted for two-thirds of the market in the last quarter (October–December 2025). Tax cuts and growing middle-class purchasing power are driving demand for 43-inch and bigger TVs in Tier 2 and Tier 3 cities.

Due to declining interest, fewer 32-inch TV models are being launched now—dropping from four to five models previously to just one or two models currently. Hisense CEO Pankaj Rana notes that the enhanced viewing experience of larger TVs is prompting buyers to make the switch.

Takeaway: The combination of GST reduction, minimal price difference, and superior viewing experience is accelerating the trend toward larger TVs, signaling the decline of the once-popular 32-inch segment.