India's entry-level TV market is big, buzzing, and only getting bigger. We're an entertainment-hungry country where televisions are still the go-to screen for everything from binge-watching to weekend cricket. The demand for smart, affordable 32-inch TVs remains high, and with the festive season underway, that space is only getting more crowded.
In a category overflowing with online QLED options and budget brands battling for screen space (and eyeballs), Elista has taken a refreshingly old-school route. The company is leaning on retail muscle, distributor trust, and word-of-mouth networks to make its mark.
The TeknoDome-backed brand today announced three new models—32″, 43″, and 55″ QLED TVs—priced at ₹23,990, ₹35,990, and ₹69,990 respectively. The TVs come loaded with Google TV, Dolby Audio, HDR10 support (on the 55-inch), and dual-band Wi-Fi.
But let's be honest: in a hyper-aggressive market flooded with QLEDs under ₹20,000, the ₹23,990 sticker for the 32-inch variant feels a little… aspirational. Flipkart listings for Infinix, TCL, Hisense, and Thomson all have 32-inch QLEDs priced between ₹13,000 and ₹18,000, and most of them come with similar specs, including Google TV and Dolby audio. Sure, HDR10 sounds great on the 55-inch model, but we’re guessing it’s the kind of HDR that needs some ambient light forgiveness.
That said, Elista isn't playing the same game as its Flipkart-fueled peers. Instead of undercutting with headline specs online, it's building brand equity across tier 2 and 3 cities—where store demos, trusted sales reps, and after-sales service matter more than who has 2GB RAM or the most app badges.
What the new Elista TVs have to offer
All three Elista QLED TVs run Google TV, offering a personalized content hub with built-in Chromecast, hands-free Google Assistant, and preloaded OTT apps like Netflix, Prime Video, and Disney+ Hotstar. The 55" model gets 4K resolution with HDR10, while the 43" and 32" models settle for Full HD and HD resolutions, respectively.
On the audio front, Elista isn't holding back. While some budget QLED rivals like TCL or Thomson still stick to 16W or 24W speakers, Elista's TVs come with up to 48W of built-in sound output, backed by Dolby Audio. That's in the same ballpark as the higher-end variants of Infinix and Hisense, and it makes a noticeable difference if you’re not adding a soundbar. While these are higher-end variants from the online brands, the pricing for Elista is still on the steeper side. The other features, such as edge-to-edge, bezel-less design, combined with the integrated speaker system, are also at par with the competition.
Why This Move Matters
Elista claims to be one of the fastest-growing Indian brands in the consumer electronics space and has built a 20,000+ outlet retail network backed by over 600 service centers. The company is actively expanding into Africa and the UAE and has also launched a new manufacturing facility in Andhra Pradesh to support its "Make in India, for the World" ambition.
The company’s strategy appears to be centered on capturing loyalty in towns where a trusted local dealer still holds more sway than an algorithm. With QLED branding, a sleek interface, and broader availability, Elista's latest lineup might not win a Flipkart price war, but it's angling for a longer game. However, only time will be able to tell if the company will be able to keep up with the rivals.
