As India gears up for yet another high-stakes festive season, Hisense is making strategic moves that signal its next big leap in the country. Known globally for its leadership in large-screen TVs and cutting-edge panel technology, the brand is now expanding aggressively into offline retail, regional markets, and new categories beyond television.
The shift comes at a time when India's consumer electronics market is evolving rapidly, driven by rising disposable incomes, regional brand preferences, and the growing importance of experiential buying. With competition heating up between global majors like Samsung, LG, and TCL, Hisense's strategy to double down on physical retail and localised outreach looks like a calculated play to win visibility and trust.
While Hisense has been present in India for the last five years, it primarily operated through e-commerce giants like Amazon and Flipkart. But 2024 marks a turning point. "Buying a TV in India is still a family experience," says Pankaj Rana, CEO, Hisense India. "Customers want to see, feel, and compare. So this year, we're expanding our offline presence across key markets."
That expansion includes tie-ups with national retailers like Croma and Vijay Sales, regional chains, and local mom-and-pop stores. The focus is on South and East India to begin with, riding on the back of football fandom in Kerala and Bengal, where Hisense already boasts over 1,000 touchpoints.
A Campaign that Moves with India's Festival Map
Hisense's festive campaign isn’t just a one-size-fits-all ATL splash. The brand is launching a national umbrella campaign, which will feature TV commercials and OTT ads, along with regional tactical efforts. From Onam to Durga Puja to Diwali, the brand aims to stay relevant at every turn. Expect digital pushes via performance marketing, radio spots in high-priority markets, and showroom-level BTL activation. "This season, our emphasis is on visibility at the shop floor," says Rana.
Big Screens, Bigger Aspirations
In terms of consumer trends, Hisense sees a sharp pivot toward large-screen TVs—75-inch, 85-inch, even 100-inch panels. “A few years ago, 65-inch felt like a luxury. Now, it's a starting point," says Rana. Interestingly, this growth is being driven not just by metros but by Tier-2 and Tier-3 cities. "People in smaller towns often live in independent homes with bigger living rooms. That's where the demand for 100-inch TVs is really coming from."
Beyond TVs: A 3-Year Roadmap
While televisions will remain core to Hisense India's operations for now, the company is gradually rolling out a full range of air conditioners this year, followed by washing machines in the next few quarters. "You'll see Hisense becoming a full-fledged multi-category brand in India over the next 1–3 years," Rana confirms. Local manufacturing and localisation plans are on the table, but the current focus remains on stabilising operations and building brand equity.
With a Gen Z-friendly identity shaped by global sports sponsorships, from FIFA to Real Madrid, and a sharp focus on regional market activation, Hisense seems ready to go from being ‘that brand on Amazon' to a household name this festive season.
Hisense's strategy this year reflects a wider shift among global brands operating in India. It is a realisation that local presence and cultural relevance often matter more than just aggressive pricing. By leaning into retail visibility, festival-led marketing, and category expansion, the company is clearly playing a long game. For Indian consumers, that means more choices in premium large-screen and smart-home categories, and for Hisense, it could mark the beginning of its transition from an online challenger to a true mass-market player.
