SEOUL, September 01 (AJP) - Samsung Electronics strengthened its grip on India’s television market in the first half of 2025, holding a 23.8 percent share by shipment volume and extending its run as the top seller for a ninth consecutive year, according to data released Monday by the research firm Omdia.
Samsung first captured the No. 1 spot in India in 2017 and has kept it ever since, fending off challenges from both domestic and Chinese competitors.
LG Electronics ranked second with a 16.5 percent share, while Xiaomi — once a formidable rival — slipped to third at 7.9 percent, less than half its 2020 level of 18 percent.
By revenue, however, LG has been outperforming its Korean rival.
Data from the market tracker GfK showed LG leading in sales-based share at 27.5 percent, up from 25.8 percent a year earlier, marking its second straight year at the top by that measure. The divergence highlights the split between unit shipments, where Samsung dominates, and sales value, where LG has found strength in higher-priced models.
India, with its 1.4 billion people and rising appetite for advanced consumer electronics, has become one of the world’s largest television markets, reaching 11.29 million units annually in 2024.
Samsung has leaned on its premium lineup — including Neo QLED 8K sets with third-generation AI processors, OLED models with anti-glare technology, and its Samsung TV Plus streaming service, which offers more than 100 local channels in 14 Indian languages alongside global and Korean content.
LG has similarly bet on premium positioning, expanding its OLED portfolio while rolling out its own free streaming service, LG Channels, in India last year. The platform delivers content in 10 regional languages, from Hindi and Punjabi to Tamil and Bhojpuri, part of a broader localization strategy in the diverse Indian market.
For both Korean companies, India has become a crucial proving ground in the global television race — a market large enough to reward premium strategies, but competitive enough to keep even dominant players under pressure.
reporter
Candice Kim
candicekim1121@ajupress.com
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