Sony India is doubling down on premium offerings, targeting higher-value consumers with larger screens, advanced audio, and specialised gaming and imaging products as the market continues to evolve towards premiumisation and customised experiences.
Sony India is doubling down on premium products in a market that is still broadening rather than fully maturing. In an interview with The Economic Times, managing director Sunil Nayyar said the company is positioning televisions, gaming and imaging gear around higher-value buyers as Indian consumers shift towards larger screens, better sound and more advanced camera systems. The strategy reflects a wider industry pattern in which premiumisation, not just unit growth, is driving the category.
Nayyar said Sony is prepared to talk about its expensive products more openly than its lower-priced ones, even though the company sells televisions starting at ₹18,000. That approach has been consistent for years: the brand wants to be seen as aspirational, with an emphasis on picture quality, service and long-term ownership rather than mass-market volume. Industry reporting has also pointed to Sony’s expectation of double-digit growth in India, helped by demand for 55-inch-and-above televisions and audio products.
The company is also trying to strengthen its range at both ends of the market without blurring its image. According to Moneycontrol, Sony has described its partnership with TCL as a way to widen access to home entertainment products while keeping its premium positioning intact. At the other end of the spectrum, Sony recently brought its ₹5.4 lakh True RGB professional display to India, a signal that it sees room in the country for highly specialised, top-end hardware as well as consumer devices.
Gaming remains another important pillar. Nayyar has said India is strategically important for Sony’s gaming business, and the company is working to resolve PlayStation 5 supply gaps. The Economic Times interview also touched on PlayStation’s move into quick commerce, a sign that Sony is trying to make consoles easier to buy in a market where availability and convenience can influence sales. In imaging, the company is looking to the Alpha and ZV camera lines for growth even as smartphones keep taking share, suggesting Sony still sees demand for dedicated cameras among creators and enthusiasts who want better control, optics and low-light performance.
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