Sony India has strategically partnered with acclaimed filmmaker S.S. Rajamouli, known for his blockbuster RRR, as the brand ambassador for its 2024 Bravia TV lineup. The move is designed to bolster Sony's position in the premium television market in India, where it aims to gain a further 10 to 15 percent market share, riding on the country's growing demand for high-end consumer electronics. The Bravia series, which was first unveiled at CES in the U.S. and launched in India earlier this month, is now at the centre of Sony’s efforts to strengthen its foothold in the premium segment.
"The premiumisation trend across categories is clear, and we’re riding that wave," said Sunil Nayyar, Managing Director of Sony India. He noted that the company is seeing a rise in market share, especially in the 55-inch and above TV category, where it is the dominant player. "The larger, 75-inch and above segment is growing by more than 50 percent," Nayyar added, attributing this shift to Indian consumers’ increasing preference for premium home entertainment experiences.
At the heart of Sony’s strategy is the Bravia 9 series, which brings professional-grade filmmaking technology into the home. The series integrates key elements from Sony’s filmmaking tools, such as the Venice cameras used for blockbuster films like Top Gun: Maverick, and the Rs 35 lakh Master Monitors, which are used in post-production for precise colour calibration. Nayyar highlighted that "the Bravia 9 series leverages the same technologies seen on our Master Monitor, allowing consumers to experience visuals with the same precision that filmmakers do."
The Bravia 9 series doesn’t just excel in visuals; it also boasts immersive audio technology. The TVs feature industry-first beam-forming tweeters that project sound directly from the screen. Additionally, the series comes equipped with IMAX Enhanced, Dolby Atmos, and 360 Spatial Sound Mapping, delivering a theatre-like experience. “Add to that the BRAVIA Theatre Quad audio system, and you’re truly immersed in cinematic excellence at home,” Nayyar said.
Rajamouli, in his role as brand ambassador, is not simply a face for the campaign; he also embodies the connection between Sony’s cinematic heritage and its consumer offerings. “I wholeheartedly endorse Sony’s 'Cinema Is Coming Home' concept. It redefines the home viewing experience, enabling audiences to immerse themselves in the true essence of cinema,” said Rajamouli, praising how the Bravia series transforms home entertainment into a genuine cinematic experience.
While the partnership with Rajamouli is grabbing headlines, it is part of Sony’s broader ambition to regain its Rs 10,000 crore revenue mark, a milestone last achieved in 2015 (Rs 11,000 crore) when the company sold Vaio laptops and Xperia smartphones in India. After exiting those segments, Sony has refocused on its core strengths—TVs, audio, and digital imaging—and is on track to reach Rs 8,500 crore in revenue this year, up from Rs 6,353 crore last year. "We are set for 10 to 15 percent value growth this year," Nayyar stated.
Sony’s strategy is deeply tied to the premiumisation trend, which extends beyond TVs. The company holds a 53 percent market share in the Rs 15,000 and above price segment for soundbars, having doubled its soundbar business in the past year. "We expect to double our soundbar business again this year," Nayyar said. The digital imaging segment has also performed well, growing by 25 percent last year, particularly in the wedding photography market, where Sony is the dominant brand. Meanwhile, its gaming segment—driven by the popularity of PlayStation consoles—grew by 125 percent last year, fuelled by demand from Gen Z consumers. Sony’s PlayStation 5 Pro, which it announced globally earlier last month and is expected to launch in India next year, could further boost sales. US sales are scheduled to begin in November.
Sony’s growing presence in e-commerce is another critical component of its resurgence. The company is experiencing high double-digit growth in online sales and has embraced quick commerce, offering 10-minute delivery for products like PlayStations and headphones in metropolitan areas. "We are making a synergetic approach to online and offline channels, which has rewarded us so far," Nayyar said, hinting at plans to extend this quick commerce model to other product categories.
Content is also central to Sony’s strategy. The Bravia 9 series integrates Sony Core, a streaming service that offers 4K Blu-ray quality video at 80mbps directly from Sony Studios, the world’s third-largest film studio. Sony plans to expand the content library and add more purchasing options next year, enhancing its ecosystem and further strengthening its hold in the premium segment.
The premiumisation trend is a cornerstone of Sony’s strategy to reclaim its position at the top of India’s consumer electronics market. With the festive season approaching, Sony has earmarked Rs 300 crore for marketing, with half of that focused on promoting the Bravia TV portfolio. "We’re aiming to capture the high-end market, and the combination of Rajamouli’s endorsement and our technology is key to that," said Nayyar.
Looking ahead, Sony is optimistic about its future in India, where the income pyramid is steadily improving. "India’s income pyramid is getting better by the day, and as long as that continues, growth will happen," Nayyar said. With a return to the Rs 10,000 crore revenue mark in sight, Sony is betting on India’s evolving consumer landscape, where the demand for premium home entertainment products continues to grow.
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