A Note on the Colour Television Industry in India - Business Reports - Case Study, Case Studies|Case Studies|Business Reports

A Note on the Colour Television Industry in India

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Case Details:

Report Code : BREP019
Report Length : 6 Pages
Period : 1999 - 2003
Organization : -
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : Colour Television, Electronics

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"A Note on the Color Television in India"examines the history of the color television industry in India since the early 1980s. It examines the demand-supply scenario in the color television industry and the competition in the industry. The note explores the nature of the competition between multinational and domestic players. It also discusses why the Korean companies are the leaders in the color television industry. The note concludes with a brief description of the future of the color television industry in India.


The history of the Indian television industry dates back to 1982, the year when India hosted the Asian Games. There was a huge demand for color televisions all through the 80s.

In 1984-1985, the color television industry was growing at an astounding rate of 140.3%. However, in 1985-86, it fell to 68.6%, 15% in 1988-89 and finally in the year 1989-90 it touched a rock bottom level of 5%. In 1991-92, the Indian economy was going through a balance of payment crisis. As a result of this, for the first time in the history of Indian color television, one saw a deceleration in the sales of color televisions at -14.5%.

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During this period, the prices of color televisions skyrocketed due to the high import duties imposed on color picture tubes. However, the period after the liberalisation of the Indian economy marked a new beginning for the color television industry.

The industry witnessed rapid growth during this period. The popularity of cable television, the price of 20 inch color television falling drastically, the entry of international brands, the increase in advertising expenditure and various sporting extravaganzas like the World Cup cricket in 1991 and football World cup in 1994 helped in increasing the sales of color televisions.

The sales of color televisions increased from 16.8% in 1992-93 to about 21.6% in 1993-94 to 27.9% in 1996-97 due to the cricket World Cup in 1996. In 1999-2000, the growth rate escalated to 32.5%...

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