Samsung goes after ‘aspirational’ Indians with its high-end Neo QLED TV range
The flagship range, which is available in 65 and 85-inch sizes, comes with Samsung's Neural Quantum Processor 8K with AI, an improved 144Hz refresh rate (from 120Hz), and the ability to upscale non-8K content.
Samsung’s Neo QLED TVs start at Rs 1,14,990. (Express Photo)
Aspirational shoppers in India are increasingly switching to Samsung’s high-end QLED TVs, with the South Korean giant expecting the segment to grow three times in the foreseeable future. Despite being a niche category in the overall TV segment, Samsung hopes consumers flush with cash will continue to expand the category of premium TVs where the company has over 50 per cent market share. In fact, Samsung is looking to increase its market share to over 65 per cent.
“At large, consumers want the best picture quality and sound quality, and these TVs deliver on that,” Mohandeep Singh, Head of Sales, Marketing and Operations, Consumer Electronics Business, Samsung India, told indianexpress.com on the sidelines of the launch of its flagship Neo QLED 8K and 4K panels.
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Samsung is challenging its rivals in the top-end TV space with a new “Quantum Matrix Technology” (QLED) that utilises MiniLEDs to produce improved sharp picture quality, brighter imagery, and contrast levels that fare against OLED panels.
Samsung is challenging its rivals in the top-end TV space with a new “Quantum Matrix Technology” (QLED) that utilises MiniLEDs to produce improved sharp picture quality. (Express Photo)
The flagship range, which is available in 65 and 85-inch sizes, comes with Samsung’s Neural Quantum Processor 8K with AI, an improved 144Hz refresh rate (from 120Hz), and the ability to upscale non-8K content (including 1080p and 4K YouTube and Netflix videos). They are slim and bezel-less and have built-in top-firing speakers at the back to create an immersive top-down audio experience.
But Samsung’s Neo QLED TVs are pricey, starting at Rs 1,14,990 and with the 85-inch model with an 8K panel costing as high as Rs 13,00,000.
As the segment of premium TVs grows, the market will also mature, giving rise to aspirational luxury. This is the segment where consumers don’t bother about the cost, but rather look for experience. But does that mean the basic premise of why consumers buy a TV will also change?“The core benefit of a TV remains as a good entertainment device at home,” Singh said. “I think in the near future, that core is not going to change but it is going to quickly evolve.”
A larger trend Singh has observed is how consumers are ready to adopt new technology at a faster rate. For instance, 8K is far from mainstream but eventually, 8K TVs will get cheaper and get the content. “8K will get adopted very fast,” Singh said, adding that while there is no adequate ecosystem available, he sees consumers will take up the newer technology for one of the core benefits that it provides, “which is picture quality.”
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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