Over the last decade, Smart TVs in India have evolved from luxury items to mainstream appliances, driven by technological advancements, affordable internet, shifting consumer preferences, and supportive government digital initiatives, revolutionizing content consumption across urban and rural households alike.
Mobility Magazine engaged leading Smart TV Brands to explore key growth drivers, including emerging technologies, AI integration, favourable government regulations, internet proliferation, and rising online sales.
Industry Market Size
The India smart TV market size was valued at USD 9.88 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 16.7% from 2023 to 2030. This growth has primarily benefited from increasing disposable income and the rising move towards OTT services in the country. In addition, factors such as the proliferation of the internet, multiple new launches from TV brands with lucrative promotions & discounts, and online sales growth are projected to support the growth. Consumers across the country are actively looking for enhanced specifications in smart TVs to get enhanced viewing experiences, such as larger screen sizes and sound system improvements. This factor has encouraged smart TV manufacturers in the country to develop products with superior specifications.
In addition, these TVs enable users to engage with services such as downloading apps, playing video games, and accessing social media sites, among other things. The Indian consumer is actively moving toward such products owing to increased admiration for OTT streaming services and the affordability of high-speed internet access across the country. Furthermore, the government’s emphasis on Digital India and the ongoing Make in India initiative has become important growth driver.
Insights of Experts on Smart TVS
Market Size
Mr. Avneet Singh Marwah of Super Plastronics Private Limited says, “The Indian TV sector is currently around 12 million units, and growth has been stagnant over the past three years. The market declined from 14 million to approximately 12 million units. However, industry reports indicate that growth is anticipated to resume in the second half of 2025, with an expected increase of 4–5% in 2026 and 2027.”
“The global Smart TV market is expected to surpass USD 300 billion by 2028, fueled by rising consumer demand for connected home devices, improved access to high-speed internet, and evolving content consumption habits. In India, Smart TV adoption has seen exponential growth — penetration in urban households crossed the 90% mark in 2023, indicating near-saturation in metros and a strong surge in Tier 2 and Tier 3 cities. This creates significant headroom for brands to expand by catering to regional preferences and price-sensitive consumers,” explains Mr. Saket Gaurav of TeknoDome.
Mr. Anurag Sharma of AKAI India states, “Globally, this space is already worth over 250 billion dollars. In India, we’re expecting more than 40 million units to be sold this year alone. That growth reflects how people now consume content and what they expect from their screens. At Akai India, we see this as the right moment to go bigger and better with Smart TVs that deliver quality, technology, and value without compromise.”
“The global Smart TV market is on a steep upward trajectory, projected to surpass USD 450 billion by 2030. In India, the category has witnessed significant acceleration, fueled by rising internet penetration, affordable data, growing OTT consumption, and rapid urbanization. Tier 2 and Tier 3 markets are now major growth engines Cellecor alone is targeting sales of 500,000 Smart TVs in FY26, underlining the segment’s immense domestic potential,” points out Mr. Ravi Agarwal of Cellecor.
Smarter Living Rooms
Smart TVs are revolutionizing living spaces transforming rooms into intelligent hubs for seamless home automation, personalized experiences, and enhanced entertainment.
Mr. Ravi Agarwal of Cellecor elucidates, “Smart TVs are rapidly transitioning from standalone entertainment devices to integrated smart home control centers. With built-in voice assistants, Wi-Fi, and app ecosystems, users can now control lighting, security, climate, and more — right from their TV. Cellecor’s product roadmap reflects this convergence, offering a synchronized ecosystem of smart gadgets and appliances designed to centralize convenience within the living room.”
“Wireless, portable TVs that you can carry around and mount on any wall — wherever you are — that’s the direction smart TV technology is heading. Smart TVs are no longer just for entertainment; they’re intelligent command centers for the modern smart home. Today’s Smart TVs are designed with user-friendly interfaces and built-in features like Alexa and Google Assistant, enabling seamless control of connected devices. Now, whether it’s changing the mood lighting or unlocking the security door lock, Smart TVs have become the center of integrated connected living,” says Mr. Avneet Singh Marwah of Super Plastronics Private Limited.
Mr. Sudhir Goel of Acer India points out, “Smart TVs today have moved far beyond being passive entertainment devices. They are now central to how users experience digital content, interact with their environment, and personalize their lifestyle preferences. At Acer, with our Acerpure TV range, we are elevating this experience by integrating advanced features like voice-enabled controls and immersive audio-visual modes that cater to diverse home entertainment needs. Acerpure TVs offer a dedicated Karaoke Mode, transforming living rooms into personal concert arenas, while voice control makes it effortless for users to navigate content, adjust settings, or even switch modes hands-free. The focus is on enhancing lifestyle convenience and offering multi-purpose usage scenarios that redefine how people engage with their TVs in everyday life.”
“Smart TVs are fast becoming central control points in connected households. Models like Elista’s Google TV and Android-based Smart TVs integrate seamlessly with voice assistants like Google Assistant and Amazon Alexa, enabling users to control smart lighting, air conditioners, and security systems directly from their TVs. This convergence positions the TV as a command center for home automation, simplifying user interaction through a familiar interface,” speaks Mr. Saket Gaurav of TeknoDome.
Transforming User Experiences
AI and ML play a crucial role in Smart TVs by enabling personalized content, adaptive visuals, voice control, and seamless device integration.
Mr. Sudhir Goel of Acer India explains, “AI and machine learning are driving a new era of hyper-personalized and immersive Smart TV experiences. At Acer, we are leveraging AI not just for content recommendations, but also to enhance visual fidelity and viewing comfort. AI Picture Quality Enhancement in Acerpure TVs dynamically adjusts brightness, contrast, and color accuracy in real time, ensuring optimal visuals irrespective of ambient lighting or content genre. Furthermore, AI-driven MEMC (Motion Estimation, Motion Compensation) technology smooths fast-paced action sequences and live sports, delivering fluid motion clarity without lag. These intelligent enhancements allow viewers to experience content exactly as intended by the creators, making the Acerpure TV an intuitive and adaptive entertainment centrepiece.”
“AI and machine learning are redefining user experiences. From personalized content suggestions to adaptive sound and picture optimization, Smart TVs are becoming intuitively responsive. At Cellecor, our partnerships with global tech leaders ensure that advanced AI is embedded into the user journey — whether it’s smarter search, voice recognition, or seamless UI responsiveness. Smart TVs are increasingly becoming the nucleus of connected living, syncing with wearables, smart appliances, home security systems, and fitness devices. Cellecor is building towards a holistic smart ecosystem, where one screen can manage multiple devices. This seamless interoperability elevates not just entertainment, but the entire home experience,” states Mr. Ravi Agarwal, Founder and CEO of Cellecor.
Mr. Anurag Sharma of AKAI India remarks, “Smart TVs today are like the glue that holds your connected home together. Whether it’s syncing with speakers, adjusting your smart lights for movie night, or showing a live feed from your doorbell — everything comes together on one screen. At Akai India, we’re making that experience smoother, so technology works in the background, not in your way. AI is taking the guesswork out of watching TV. It learns what you like, helps you find it faster, and ensures it looks and sounds just right. It’s like having a smart assistant built into your living room. At Akai India, we’re focused on using AI in the future to enhance real moments — less fiddling with remotes, more watching what you love.”
“Advancements in AI and machine learning are completely reshaping how we interact with Smart TVs, making the experience more personalized, intuitive, and seamless. AI now curates shows and movies based on our preferences, watch history, and even mood. It analyses our search and viewing history, so recommendations get smarter the more we watch. AI-powered voice assistants offer voice-controlled navigation, real-time regional content in local languages, translations, and even manage smart home devices with natural, hands-free commands — bridging entertainment with everyday living. According to an industry report, 78% of Indian consumers prefer personalized content and ads on their Smart TVs. This indicates a clear demand for a tailored experience when it comes to streaming. This surge in customization has pushed TV makers to innovate, delivering a smarter and more connected experience. Smart TVs are now syncing with IoT devices like lights and speakers to create immersive, automated entertainment environments. They can adjust settings, show security feeds, and respond to voice commands for seamless control. This integration is turning TVs into the central hubs of smart, personalized home living,” says Mr. Avneet Singh Marwah of Super Plastronics Private Limited.
Mr. Saket Gaurav of TeknoDome says, “AI and machine learning are redefining how users interact with their Smart TVs. Today’s AI-powered engines analyze viewing behaviour to deliver highly personalized content recommendations, boosting both engagement and satisfaction. In addition, features like voice search, natural language processing, and gesture recognition are enhancing accessibility, making the Smart TV experience more intuitive for users across age groups and geographies. The Smart TV is now a key node in the larger IoT ecosystem. Advanced models can sync with smart cameras, lighting systems, and multi-room audio setups to offer users a holistic, immersive experience. Cross-device continuity is also becoming more prevalent, allowing users to pause content on their TV and resume on a mobile or tablet — delivering convenience and personalization across screens and scenarios.”
Emerging Business Opportunities
Smart TV manufacturing offers vast scope with rising demand, localization, smart features, affordable pricing, and government support for domestic production growth.
Mr. Avneet Singh Marwah of Super Plastronics Private Limited explains, “Every country has different certification and compliance standards for launching Smart TVs internationally. For instance, in the EU/EEA (including the UKCA) region, manufacturers must ensure Conformité Européene (CE) marking along with compliance to LVD, EMC, RED, RoHS, cybersecurity, and detailed technical documentation. In the United States, the requirements include Federal Communications Commission (FCC) certification or Supplier’s Declaration of Conformity (SDoC), proper labeling, and documentation. For global market access, optional certifications like IECEE CB (for multi-country safety compliance) and UL/NRTL for product safety are often pursued. The smart TV industry presents several promising business opportunities, primarily driven by the demand for larger screens, streaming devices, and personalised user experience. Key growth areas include budget-friendly smart TVs, localized offerings with regional language interfaces, and OTT apps. Moreover, there is a growing preference for locally manufactured smart TVs that cater to price-sensitive consumers.”
“There’s real movement in places that were once considered slow to adopt. Think beyond metros, families in smaller towns now stream, game, and shop online from their living rooms. That’s a huge opportunity. People want smart features, regional content, reliable screens and they don’t want to overpay. At Akai India, we’re building for that segment. Our smart TVs are designed to meet these everyday needs, not just chase trends,” speaks Mr. Anurag Sharma of AKAI India.
Mr. Saket Gaurav of TeknoDome elaborates , “Developing countries present a vibrant growth frontier for Smart TVs. Affordable price points, rising disposable incomes, and improved internet infrastructure are driving first-time purchases, especially in smaller towns and rural markets. Moreover, strategic collaborations with OTT platforms and regional content providers are opening new revenue models beyond hardware — enabling recurring monetization through subscriptions, ad-based content, and hyperlocal user engagement. Smart TV manufacturers are required to comply with a range of safety, performance, and electromagnetic compatibility (EMI/EMC) standards depending on the destination market. In India, for example, compliance with Bureau of Indian Standards (BIS) is mandatory. Globally, energy efficiency certifications, sustainability benchmarks, and RoHS guidelines are becoming increasingly important for both regulatory clearance and consumer trust.”
“Every market expects a certain level of safety, performance, and environmental responsibility. Whether it’s BIS in India, FCC in the US, or CE in Europe, those are non-negotiables. Beyond that, platforms like Netflix or Google require their own certifications. At Akai India, we make sure every product meets these standards before it ever reaches the customer,” speaks Mr. Anurag Sharma of AKAI India.
Mr. Ravi Agarwal of Cellecor says, “In developing economies, the Smart TV sector is ripe with opportunities especially in underserved regions where digital infrastructure is improving. The rise of aspirational middle-class consumers, coupled with demand for affordable technology, creates fertile ground for expansion. Brands like Cellecor are tapping into this with localized content, value-driven pricing, and extensive retail penetration beyond metros. It’s not just about selling screens it’s about enabling connected lifestyles. To compete globally, smart TV brands must meet stringent compliance benchmarks. Cellecor’s strategic manufacturing collaborations ensure adherence to these standards, enabling us to deliver globally compliant, export-ready products crafted under the ‘Make in India’ vision.”
Latest Innovations
Latest Smart TV innovations include 8K resolution, OLED/QLED displays, AI picture enhancement, voice control, MEMC tech, and integrated smart home features.
Mr. Sudhir Goel of Acer India says, “Today’s consumers demand TVs that are not only visually stunning but also future-ready in terms of performance. With Acerpure TVs, we are introducing hardware innovations that cater to this evolved expectation. Our latest models come equipped with 120Hz refresh rate, Variable Refresh Rate (VRR), and ALLM (Auto Low Latency Mode), which are particularly game-changing for gamers and fast-action content lovers, offering ultra-smooth motion and instant response times. On the display front, features like AI Picture Quality Engine and HDR optimization ensure rich, vibrant visuals with lifelike details. Voice-enabled control adds a layer of hands-free convenience, allowing users to operate the TV intuitively. Additionally, innovations like the Karaoke Mode add a fun, interactive dimension, making the TV a social centerpiece for family gatherings and parties. By combining cutting-edge visual and audio technologies with user-centric features, Acerpure TVs are setting new benchmarks for what consumers can expect from their Smart TV experience.”
“It’s no longer just about screen size. People are asking for sharper visuals, deeper blacks, better sound, and effortless control. Things like 4K and OLED are now common expectations. But it’s also about what the TV feels like to use, how fast it responds, how easily it connects. At Akai India, we’re bringing those innovations to everyday homes in a way that feels familiar, not futuristic. Technology should feel like second nature, not something you have to figure out,” speaks Mr. Anurag Sharma of AKAI India.
Mr. Ravi Agarwal of Cellecor says, “Today’s consumers expect more than just HD clarity. With QLED and OLED displays, 8K resolution, voice-enabled remotes, and cinema-grade audio systems becoming increasingly accessible, expectations are being redefined. Cellecor’s latest QLED Smart TV range is engineered to deliver immersive entertainment at value-driven prices bridging the gap between aspiration and affordability.”
“Innovation in Smart TV hardware is accelerating rapidly. Consumers today expect 4K resolution, HDR support, and immersive audio technologies like Dolby Audio as standard. Elista has responded to this trend with bezel-less displays, MEMC (Motion Estimation Motion Compensation) technology, voice-assisted remotes, and high-refresh-rate panels — catering especially to gamers, streamers, and digital-first households. Emerging features such as 8K resolution, OLED displays, and ambient modes are setting new benchmarks for what users can expect even in the affordable price segments,” says Mr. Saket Gaurav of TeknoDome.
Mr. Avneet Singh Marwah of Super Plastronics Private Limited says, “Innovations like 8K resolution, Micro/Mini LEDs, OLED displays, AI-driven advancements, and cloud-based streaming are redefining visual standards and changing the way audiences consume content. This, combined with hands-free navigation, sleek designs, faster processors, and better audio systems, are raising the bar for what users expect from a modern Smart TV.”
Conclusion
Smart TVs are rapidly evolving, driven by innovations in display technology, AI integration, and enhanced connectivity. Modern Smart TVs offer features like voice control, personalized content recommendations, seamless integration with smart home devices, and ultra-high-definition displays. The rise of OTT platforms and affordable internet has fuelled demand, while brands compete with aggressive pricing, frequent launches, and localized content. Additionally, government initiatives promoting domestic manufacturing and digital inclusion are supporting market growth. Overall, Smart TVs in India are transforming into intelligent entertainment hubs for the connected consumer.
Covered By: Mobility India / Cover Story
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