With festive sales driving over a third of India's annual consumer electronics sell-out, Hisense is stepping into this crucial season with a broader gameplan. While best known for its large-screen TVs and global sports partnerships, the company is now moving aggressively into offline retail and expanding beyond televisions into air conditioners and soon, laundry appliances. We spoke with Pankaj Rana, CEO, Hisense India, to understand the brand's evolving product strategy, offline ambitions, and why Tier-2 and Tier-3 cities are central to its growth story.
Quick Overview
-
Offline Expansion in Focus: Hisense is actively building its offline footprint across India, with early momentum in South and East India.
-
Festive Strategy: A mix of national and regional campaigns across TV, OTT, digital, and BTL platforms.
-
Consumer Trend: Surge in demand for 75-inch to 100-inch TVs, especially from Tier-2 and Tier-3 markets.
-
Gen Z Playbook: Tapping into soccer and digital-first campaigns to resonate with younger buyers.
Our full interview follows:
Q. With the festive season playing a pivotal role in India's consumer electronics calendar, how is Hisense planning to capitalise on this year's festive surge?
This year, we're going beyond just selling TVs online. We've expanded to offline retail across regional and national chains. Festive season accounts for over 30–35% of the year's sales, so we're running a multi-layered campaign—TV commercials, OTT ads, digital performance marketing, and shop-floor activations.
Q. What are the top trends you’re observing in terms of screen sizes, price sensitivity, and consumer expectations from smart TVs?
There's a sharp rise in demand for larger screens—75″, 85″, even 100″. Prices have come down, so consumers now get a 75″ TV for the cost of a 65″ model from a few years ago. Also, thanks to OTT, TV is a shared experience again, and people want better picture quality and immersive formats like Mini LED.
Q. In terms of festive offers, deals, or limited-edition SKUs, what can consumers expect from Hisense across both online and offline platforms?
We're offering bundled OTT content (like Hotstar, JioCinema), lucky draw schemes, and strong bank offers—no-cost EMIs across 12–24 months with most leading banks. These will be visible online and offline.
Q. Hisense entered India primarily via online platforms. How is your offline presence shaping up? Are there aggressive plans for retail expansion in Tier 2 and 3 markets this year?
Absolutely. We've tied up with over 1,000 dealers in West Bengal alone and partnered with major chains in Tamil Nadu and AP. In Tier-2/3 towns, consumers have more space at home and prefer larger TVs—it's a strong opportunity area for us.
Q. With festive shopping being heavily omnichannel in India, how are you ensuring consistency across digital and physical retail—from product availability to promotions and service support?
We’re aligning both channels with the same promotions and brand messaging. Our distribution network, digital campaigns, Amazon/Flipkart DSPs, and physical store experiences will all reflect our festive strategy.
Q. Globally, Hisense is known for a wide range of consumer durables beyond TVs. What's the vision for expanding into categories like refrigerators, washing machines, air conditioners, and kitchen appliances in India?
Our next focus is a full range of ACs followed by laundry products. Over the next 1–3 years, we aim to become a complete multi-category brand in India.
Q. Are you planning to manufacture or localise production of appliances in India?
That's certainly part of the long-term roadmap, but for now, we're focusing on stabilising the TV and AC business with global SKUs and imported units.
Q. What kind of product positioning will you follow for categories beyond TVs?
Mass premium is our sweet spot. We want to appeal to value-conscious families and modern homes that prioritise experience and design.
Q. Which regions or consumer segments are showing the fastest growth for Hisense in India?
South and East India are strong for us—especially markets like Kerala and West Bengal where football connects with Gen Z consumers. Tier-2/3 cities also drive larger screen sales due to home sizes and rising aspirations.
Q. Lastly, does Hisense have any plans to bring energy-saving tech, eco-friendly appliances, or circular economy practices into its India roadmap?
Yes, we are aware of the growing relevance of sustainability. While our current focus is on affordability and accessibility, energy efficiency and eco-friendly practices are absolutely part of our long-term plan
