GST cut to make smart TVs 8–10% cheaper, set to boost festive season demand

Industry leaders including Sony, Hisense, SPPL, and LG welcomed the GST cut on smart TVs, expecting up to 25% sales growth as consumers shift toward larger screens, driven by affordability, festive demand, and rising digital content consumption

Consumers looking to buy smart televisions may soon enjoy lower prices, as the Goods and Services Tax (GST) Council has approved a rate reduction from 28% to 18% for TVs above 32 inches. The new rate will come into effect from September 22, making large-screen models significantly more affordable ahead of the festive season.

The change is expected to bring down prices by 8% to 10%, encouraging upgrades and purchases of premium models, especially in the 43-inch and above category. For instance, a 43-inch smart TV priced at ₹35,000, which previously incurred ₹9,800 in GST, will now attract only ₹6,300 in tax — resulting in a savings of ₹3,500 for the consumer.

Industry optimism ahead of festive season

Industry leaders have welcomed the decision, calling it a major boost for both demand and digital access. Sunil Nayyar, Managing Director of Sony India, expects a 5% to 10% increase in demand, especially in the 55-inch segment. “We’re optimistic the entire tax benefit will be passed on to buyers. This is a timely move that aligns with evolving consumer preferences,” he said.

Brands like Sony are already ramping up their marketing efforts for the Diwali season to tap into renewed interest in premium home entertainment.

Hisense India CEO Pankaj Rana projected a 20–25% jump in sales, noting that affordability and access to streaming services have made smart TVs central to the Indian household experience.

Avneet Singh Marwah, CEO of SPPL (Kodak, Blaupunkt, Thomson), described the move as a catalyst for digital inclusion. “This will benefit the entire ecosystem — from manufacturers to consumers — and boost innovation in the electronics sector,” he said.

Consumers likely to upgrade

According to LG Electronics India, the revised tax structure is likely to nudge buyers toward larger displays and higher-end models. Sanjay Chitkara, Chief Sales Officer, added, “This is a strong move to support both consumer confidence and the broader economy.”

The GST cut comes at a crucial time, just as brands gear up for one of the busiest retail periods of the year.