LG’s OLED lineup of TVs includes Signature W8 series and a new range of E9, C9, and B5 OLEDs. (Express photo by Anuj Bhatia)
As Chinese players continue to flood the market with low-end smart TVs, South Korean major LG has shifted its focus to expensive organic light-emitting diode (OLED) TVs as it aims to target customers with deep pockets. On Wednesday , it launched a range of OLED TVs which priced between Rs 209,990 and Rs 10,99,990 in India.
“The market for OLED TVs is growing very fast in India,” Younchul Park, Director-Home Entertainment, LG Electronics India, told indianexpress.com in an interview on the sidelines of the launch of new OLED AI ThinQ TVs. In fact, the growth rate of OLED TVs has increased by 200 per cent year-over-year in India. In the premium smart TV market, LG competes with Samsung and Sony.
Park says the company didn’t expect the demand for OLED TVs to be so high in India. He cites “customer awareness” and understanding of OLED technology as the reason why users are investing in OLED TVs. LG manufactures all of its TVs, including OLED ones, in India.
LG’s OLED lineup of TVs includes Signature W8 series and a new range of E9, C9, and B5 OLEDs. All OLED TVs are powered by the second generation Alpha 9 intelligent processor and feature support for Dolby Vision/Atmos, HDR 10 Pro, Apple AirPlay 2 and HomeKit support. All OLED TVs get support for Amazon Alexa and Google Assistant, apart from LG ThinQ AI conversational voice recognition technology.
Park understands the demography of users who will likely upgrade to an OLED TV, which is considered to be the most superior technology in the premium TV market with TVs over 55-inches. “We are expecting most of the premium customers to choose an OLED TV because it delivers perfect colour, perfect sound and built-in AI features,” he said.
Younchul Park, Director, Home Entertainment, LG India, at the launch of new OLED TVs in New Delhi. (Express photo by Anuj Bhatia)
Profit margins are shrinking in the TV market with the entry of players like Xiaomi, TCL, Thompson and Kodak in the low-to-mid-range market. The entry of new players, who are active in the 32-inch and 55-inch screen sizes, has disrupted the smart TV market with their online-only models. Aggressive pricing has helped Xiaomi become the number one smart TV brand in India as of 2018, according to research firm IDC.
For Park, the key priority is to establish the fact that LG makes much better TVs than the competition. “Our advantage over others is much better picture quality and much better sound quality,” he said.
To win the market share from local and Chinese players, LG is adding AI-centric features and built-in Amazon Prime Video and Netflix that will help differentiate its WebOS-powered smart TVs from the competition. In comparison, Xiaomi’s Mi TVs lack popular apps like Netflix and Amazon Prime Video despite being running on Google’s Android TV operating system. LG’s cheapest smart TV is priced at Rs 24,990 and comes in the screen size of 32-inches.
When not in use, the 65-inch OLED TV rolls down into a box that doubles as the soundbar. (Image credit: LG)
‘Plans to launch rollable TV in India’
Park says LG will bring a lot of existing products to India and one of them is the rollable TV. At CES 2019, LG unveiled its first flexible OLED TV that promises to change the way we watch TV. When not in use, the 65-inch OLED TV rolls down into a box that doubles as the soundbar.
“We are planning to bring our rollable TV to India by the end of this year,” he said. The futuristic TV will be available in the US and other international markets including India, though LG is yet to set a price or release date.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
Authoritativeness & Trust
Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
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LG’s OLED lineup of TVs includes Signature W8 series and a new range of E9, C9, and B5 OLEDs. (Express photo by Anuj Bhatia)
Younchul Park, Director, Home Entertainment, LG India, at the launch of new OLED TVs in New Delhi. (Express photo by Anuj Bhatia)
When not in use, the 65-inch OLED TV rolls down into a box that doubles as the soundbar. (Image credit: LG)
