32-inch TVs Lose Popularity as GST Cut Boosts Sales of Larger Screens in India

The Indian smart TV market has witnessed a significant shift following a GST reduction, according to data from Counterpoint Research. Sales of TVs 43 inches and above have surged, while the once-dominant 32-inch segment has seen a decline.

Larger Screens Take the Lead
Counterpoint’s data reveals that Indian consumers are increasingly opting for larger TVs. While 32-inch models used to dominate the market, their year-on-year sales have dropped by 8–10%, whereas larger screen models have recorded a 25% increase in sales. The biggest growth has been in the 43-inch and above category, which now accounts for the largest share of the market.

GST Cut Acts as a Turning Point
On 22 September last year, the Indian government reduced the GST on TVs larger than 32 inches from 28% to 18%, aligning it with smaller models. This price cut made larger TVs more attractive to consumers, with 43-inch models now costing around ₹3,000 less than before, offering better value compared to 32-inch TVs.

Decline of the 32-inch Segment
Following the GST reduction, the dominance of 32-inch TVs has come to an end. ET Telecom reports that in the last quarter (October–December 2025), nearly two-thirds of the market sales were accounted for by TVs 43 inches and above. Smaller TVs are increasingly being overlooked as buyers prefer the enhanced viewing experience offered by larger screens.

According to Anshika Jain, Senior Analyst at Counterpoint Research, the GST cut has fueled demand for premium products. Middle-class families, especially in Tier-2 and Tier-3 cities, are now gravitating toward bigger screens as the price difference has narrowed, making larger TVs a more compelling choice.

Price Gap Narrowing, Focus on Bigger Screens
The decline in 32-inch sales has also reduced the number of models available in this segment—from 4–6 earlier to just 1–2 now. Pankaj Rana, Chief Executive of Hisense India, confirmed that the company will no longer heavily promote 32-inch TVs. He noted that the price difference between 32-inch and 43-inch models is only a few thousand rupees, while the entertainment experience on larger screens is significantly better, drawing more buyers.