India's television market is seeing an unusual rush of launches this festive season. Kodak and Thomson set the stage earlier in the week with aggressive new entries, and now Blaupunkt has added its own QLED Smart TVs powered by JioTele OS. The timing is no coincidence. With the government's GST cut on televisions above 32 inches, reducing tax from 28 to 18 per cent, brands are using the festive sales window to reposition large-screen QLEDs as mainstream products.
Blaupunkt's JioTele OS Debut
Blaupunkt has entered the fray with three new QLED models in 43, 50 and 55 inches priced at ₹17,599, ₹21,999 and ₹26,699. The sets feature 4K QLED panels with HDR, a bezel-less AirSlim design, and Dolby-backed 50W stereo audio tuned for different content modes. Running on JioTele OS, the televisions offer AI content recommendations, 300 free live channels, a dedicated sports page and bundled subscriptions to JioHotstar and JioGames. Hardware specifications include an Amlogic processor with 2GB RAM and 8GB storage, which allows smooth switching between apps like Netflix, YouTube and JioHotstar.
Blaupunkt vs Recent Launches
Kodak and Thomson are chasing the same audience with slightly different approaches. Kodak has extended its Matrix QLED range on Google TV, priced between ₹18,799 for the 43-inch and ₹32,999 for the 65-inch model. The televisions lean on Dolby Atmos and DTS TruSurround sound, HDR10 Plus panels and Chromecast and AirPlay integration, with Google's app ecosystem as the central draw. Thomson, on the other hand, has launched 50 and 55 inch QLEDs priced at ₹19,999 and ₹25,999, both powered by JioTele OS. The focus is on localisation, with HelloJio voice support in over ten Indian languages, AI-driven content suggestions and bundled Jio subscriptions. While Kodak is emphasising global app breadth and premium audio, Thomson is pushing affordability with regional smart features and content tie-ins.
A Shifting Price Ladder
What stands out across these launches is how sharply the pricing has shifted in just a week. Kodak is passing on savings of up to ₹7,000, Blaupunkt is advertising discounts of up to ₹14,000 across its portfolio, and Thomson has cut stickers by as much as ₹6,000. The impact of the GST reduction is clear. Where a 55-inch QLED used to sit in the ₹30,000 band, buyers can now find one between ₹23,000 and ₹27,000, depending on brand and features. Even 65-inch models, still positioned as premium screens, have dropped to around ₹33,000.
What Buyers Should Consider
For buyers, the decision is no longer whether a QLED fits the budget but which ecosystem fits the household. Kodak's Google TV models are a straightforward choice for those who want the largest app library and seamless integration with Android devices. Thomson's JioTele OS televisions appeal to households that value regional language support and bundled local content. Blaupunkt's new models blend JioTele OS features with a stronger audio setup and a sleek AirSlim design, while also pushing down prices across its SigmaQ budget range for smaller rooms.
The festive season is becoming a test of ecosystems, pricing strategies, and brand reliability. For households moving up from 32 or 40-inch televisions, this is the most accessible moment yet to adopt QLED. The advice remains to look beyond the discounts, and weigh whether display brightness, audio power and long-term software support align with what the living room really needs.
