As India enters its peak festive season, LG has unveiled its most expansive TV line-up yet, offering everything from flagship OLEDs to feature-rich Ultra HD models at more accessible price points. The company is leaning into AI-powered features and larger screen sizes, hoping to tap into the growing consumer appetite for smarter home entertainment. With an IPO on the horizon, LG is also using this launch to reinforce its leadership in the TV and audio category.
We spoke to Abhiral Bhansali, Vice President & Business Head – TV & Audio at LG India, about the company's product strategy, the evolving Indian TV market, and how LG plans to stay ahead during this crucial festive period.
Here are the top 3 things to know from this interaction:
1. LG's 2025 TV strategy focuses on AI: LG is not just betting big on AI for
content recommendations, but also for real-time personalisation and ease of use. The new lineup has features like AI Chatbot, AI Picture Wizard, and AI Sound Pro, which are designed to make TVs more intuitive, letting users control settings, troubleshoot issues, and fine-tune visuals or audio with simple commands.
2. Premium experiences are being made more accessible: From Dolby Atmos and Dolby Vision to advanced upscaling and personalised sound, features once limited to OLEDs are now available in QNED and Ultra HD models. Moreover, technologies like OLED and QNED are no longer limited to metros.
3. Expansion across all categories: When most competition is betting on either the entry level or premium segment, LG is focusing on strengthening every segment. With new product launches across 18 Mini LED models and smarter features baked into every tier, LG aims to stay ahead of online-first challengers by delivering innovation, reliability, and a cohesive audio-visual ecosystem.
Our interview follows:
Q: How is the 2025 TV line-up different from last year's offerings?
This year, we've expanded across OLED, QNED, NanoCell, and Ultra HD technologies. The biggest evolution is in AI—we've enhanced our core television intelligence with features like AI Chatbot, AI Search, and AI Concept. These make the TV more intuitive and user-friendly.
Beyond that, we've brought premium experiences like Dolby Vision and Dolby Atmos into the QNED and Ultra HD ranges. So, you’re now getting cinematic experiences across more affordable models, not just flagship OLEDs.
Q: Has consumer demand played a role in shaping this year's line-up?Absolutely. We've seen that consumers increasingly want bigger screens and better features, regardless of price point. That's why we've worked to include flagship technologies across screen sizes and product segments—from OLED and QNED to Ultra HD—so more users can enjoy those enhancements during the festive season.
Q: Everyone’s talking about AI these days. How is LG making AI actually useful in TVs?
We're taking AI beyond just picture and sound modes. With AI Picture Wizard, users can create their own custom visual settings, not just choose between vivid or dynamic. Similarly, AI Sound Pro lets users personalise audio based on their preferences.
What's really unique is the AI Chatbot, which helps users troubleshoot or enhance their experience in real-time. Let's say you want clearer dialogue or sharper visuals—you just tell the TV, and the AI adjusts things for you without needing to dig into settings manually.
Q: Mini LED TVs are still niche in India. How is LG approaching this category?
The mid-premium segment is growing fast, and we're seeing strong traction for Mini LED. We've launched five series across 18 models this year, from 43 inches up to 100 inches. Mini LED offers exceptional contrast and brightness, and customers are recognising the value it brings.
Q: You also mentioned new soundbars integrated into the TV ecosystem. Will there be any festive bundles?
Yes, we'll be introducing "Saving Bundles" during the festive season, where customers buying a TV can opt for a matching soundbar at a discounted price. We're also offering cashback and no-cost EMI options to make it easier for customers to upgrade their setup.
Q: How do you see the upcoming festive season shaping up for LG?
It's already off to a strong start. We've seen good traction during early events like Amazon Prime Day, and we expect that momentum to carry into the broader festive period—especially for TVs and audio products.
Q: What consumer trends are you noticing in India's TV market today?
The most noticeable shift is the demand for larger screen sizes. More consumers are now opting for 75-, 86-, even 100-inch TVs. They're also looking for TVs that can replicate a cinema-like experience at home—better visuals, better sound, and smarter interfaces that can troubleshoot and adapt on their own.
Q: Any insights into regional demand or online vs offline performance?
While we aren't sharing business data in detail, I can say that Tier 2 and Tier 3 markets are adopting technologies like QNED and OLED faster than before. Offline retail remains strong, but with sales like Amazon Prime and Flipkart promotions, online is also performing very well. Both channels are growing.
Q: With screen sizes getting larger and prices higher, how important are financing options for consumers now?
Affordability is key. Cashback and easy EMI plans are helping customers upgrade without the burden of high upfront costs. Offers like "Pay ₹1,999 or ₹2,999/month" are resonating well. We're working closely with banks and NBFCs to make these options widely available across stores.
Q: Finally, with newer online-first brands entering the market, how does LG plan to stay ahead?
As a market leader, we see it as our responsibility to keep innovating. This year, even our basic Ultra HD TVs come equipped with features like Dolby Atmos and AI—capabilities that were earlier reserved for OLEDs. That's how we plan to reinforce our position: by strengthening every segment, from entry to premium, with the right mix of technology, accessibility, and trust.
