India's smart TV market may be flooded with new-age brands and aggressive online launches, but some of the strongest recall still comes from names consumers have known for decades. That is the bet SPPL continues to make with Kodak, THOMSON, and Blaupunkt in India.
Speaking to MySmartPrice, Avneet Singh Marwah, CEO of SPPL, said the company's approach is not about competing in the ultra-premium segment, but about making trusted global brands accessible to Indian households looking for bigger screens and smarter experiences at aggressive prices.
"Consumers today are more aware. They compare screen sizes, software experience, service, and value rather than just buying a TV because it is cheap," Marwah said.
That shift has become particularly important as streaming platforms, connected TV usage, and larger screen adoption continue to rise across both metro and non-metro cities.
Why Legacy Brands Still Work
The interesting part of SPPL's strategy is that it relies on brands many consumers already recognise, even if those brands are no longer dominant global TV players. In a market crowded with newer entrants, that familiarity itself becomes an advantage.
Marwah believes nostalgia alone is not enough, though. "You cannot survive in this market only because of a legacy name. Product quality, after-sales support, and the overall experience matter equally," he said.
That is becoming increasingly relevant as India's TV market matures beyond entry-level smart TVs. Consumers upgrading from 32-inch sets are now looking at 43-inch and 55-inch televisions with better audio, Google TV experiences, and premium-looking designs without crossing flagship pricing territory.
The Bigger Shift in India's Electronics Market
The larger story here is how India has become a second growth engine for several legacy global brands through licensing partnerships. Instead of investing heavily in rebuilding operations independently, brands are leveraging local partners that understand pricing, distribution, and India-specific demand patterns.
For consumers, the equation is simpler. A familiar global name paired with aggressive pricing still creates confidence, especially in categories like televisions where after-sales support and long-term reliability remain major purchase factors.
And in a market where value often matters more than bleeding-edge innovation, old brand names are finding new relevance once again.
