Hisense has launched its flagship UX Series RGB Mini LED TVs in India, aiming to challenge established players in the premium television segment. The series introduces the company's proprietary RGB Mini LED technology, designed to deliver brighter visuals, richer contrast, and more precise colour reproduction than conventional Mini LED setups.
This move marks a significant shift for Hisense, which has so far mainly focused on the mid-range TV market in India. By entering the premium space, the company is positioning itself alongside competitors such as Samsung's Neo QLED, LG's OLED Evo, and Sony's Bravia XR lineups. According to industry analysts, the timing is strategic: India's premium TV segment has been growing at nearly 18% year-on-year, driven by rising demand for larger screens, cinematic visuals, and gaming-ready displays.
With the festive season approaching, the company aims to capitalise on a surge in discretionary spending. Adding to the opportunity is the government's reported consideration of a GST reduction on premium televisions, from the current 28% to 18%, could make high-end TVs more accessible and further accelerate sales in the ₹1 lakh-plus segment. If implemented in time for Diwali, brands like Hisense could see a significant boost in volumes.
Features Aimed at Cinematic and Gaming Experiences
The Hisense UX Series is powered by the Hi-View AI Engine X, which, as per the company’s claims, optimises picture quality, sound output, and energy efficiency in real time, adapting seamlessly to different viewing scenarios like sports, movies, and gaming. Hisense also becomes the first brand to achieve mass production of RGB-Mini LED TVs, promising enhanced brightness, deeper blacks, and richer contrast compared to conventional Mini LED technology.
Visuals are driven by 3D Colour Master Pro with PANTONE-validated colour accuracy and support for HDR10+, Dolby Vision IQ, IMAX Enhanced, and MEMC for smooth motion and vivid playback. For gamers, the UX Series includes native 165Hz Game Mode Ultra, VRR, and AMD FreeSync Premium Pro, ensuring tear-free, low-latency performance. A dedicated Game Bar enables players to monitor real-time performance metrics.
On the audio front, the TVs feature a 6.2.2 channel CineStage X Surround system co-engineered with Devialet, delivering cinema-grade, multidimensional sound. Equipped with top-firing speakers, a built-in subwoofer, and support for WiSA SoundSend and eARC, the UX Series creates an immersive soundstage to match its visual prowess.
The TVs run on the VIDAA Smart OS, providing fast and secure access to major streaming platforms, support for 28 languages including Hindi, and an industry-leading eight-year update guarantee. In a nod to sustainability, Hisense includes a solar-powered, USB-C rechargeable remote, reducing battery waste while maintaining ease of use.
Pricing, Availability and Market Strategy
The Hisense UX ULED RGB-Mini LED Series will be available in 100-inch and 116-inch sizes, priced between ₹9,99,999 and ₹29,99,999, across Amazon, Flipkart, and select offline retail outlets soon.
Hisense is positioning the UX Series squarely against Samsung's Neo QLED lineup, LG's OLED Evo range, and Sony's Bravia XR series. While Samsung leads on panel innovation and LG dominates the OLED category, Hisense is betting on RGB Mini LED tech to bridge the performance gap while keeping pricing aggressive compared to rivals.
With India's growing appetite for large-screen televisions (65-inch and above), Hisense's strategy seems designed to appeal to premium buyers seeking cinematic visuals and gaming performance without crossing the ultra-premium price bracket. This is an interesting play here on the part of Hisense, and it is looking to branch out from its existing perception and make a play for the premium segment. If this works, it will help open a whole new set of options for Hisense and pave the way for the other larger appliances that the company is planning to launch in India.
