Highlights

• OnePlus and Realme exit India’s burgeoning smart TV market despite having a significant presence.
• Counterpoint Research data shows OnePlus with a substantial 8.2% market share, trailing only behind giants like Samsung and LG.
• Both brands halt local production of smart TVs, though continue smartphone manufacturing in India.

In a surprising move, OnePlus and Realme, two leading Chinese smartphone brands, have reportedly decided to discontinue their smart TV lines in India.

This decision, first reported by TOI, comes at a time when the smart TV industry is experiencing a boom in the country, fueled by the ever-growing popularity of streaming services and online sales events.

OnePlus and Realme marked their entry into the smart TV market in 2019 and 2020, respectively.

Both brands posed strong competition to established giants like LG, Samsung, and Sony by offering feature-rich TVs at competitive prices.

Over the years, they successfully built sales channels and reputations, gaining significant market traction.

According to Counterpoint Research, OnePlus holds the fourth-largest market share in India’s smart TV segment, trailing behind only Samsung and LG.

The brand’s foray into televisions benefitted from the premium image its smartphones enjoy, allowing it to garner an 8.2 percent share of the market.

The Timing and The Question of Why

The timing of OnePlus and Realme’s exit is perplexing. Smart TV sales in India, as mentioned above, have witnessed exponential growth recently.

Adarsh Nair, CEO of Airtel Digital, projected that OTT consumption on smart TVs would skyrocket with the deployment of 5G and enhanced AirFiber services in India.

Moreover, data from Counterpoint Research indicates that the under Rs 20,000 smart TV segment is currently the fastest-growing, mostly led by Xiaomi, while Samsung and LG dominate the premium range.

Both OnePlus and Realme have been manufacturing their TV units locally.
OnePlus even has a substantial facility in Hyderabad with the capacity to produce 1 million TVs.

Yet, both brands have decided not only to exit the market but also to halt local production of their TV units.

It’s worth noting, however, that they will continue to manufacture smartphones in India.

Possible Ramifications

The exit of OnePlus and Realme could have multiple implications:

• Opportunity for Other Brands: Their departure may open up opportunities for other brands, particularly in the budget segment, where the growth is most robust.
• Supply Chain Impact: Halting local production might have downstream effects on the suppliers and the broader electronics manufacturing ecosystem in India.
• Consumer Choices: Given their competitive pricing and features, the absence of OnePlus and Realme could limit the options available to the price-conscious Indian consumer.

FAQs

Why have OnePlus and Realme decided to exit the smart TV market in India?

The exact reason is unclear, but the decision comes at a time when the smart TV market in India is experiencing significant growth.

What is the impact on OnePlus and Realme’s local manufacturing?

Both companies have ceased local production of their smart TV units but will continue to produce smartphones in India.

What does this mean for the competition?

The exit of OnePlus and Realme may open up new opportunities for other brands, particularly in the fast-growing budget segment.

How does this affect consumers?

With the departure of OnePlus and Realme, consumers may have fewer options, particularly in terms of feature-rich and competitively-priced smart TVs.

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