Despite a dip in India's smart TV market early in 2026, the FIFA World Cup is driving sales of premium, large-screen televisions. Consumers are increasingly opting for bigger displays and advanced technologies like QLED and MiniLED, with events like the World Cup acting as a significant upgrade trigger. Easy financing also aids this premiumisation trend, even as overall demand remains cautious.

NEW DELHI: India's smart TV market may have slipped into reverse in the first quarter of 2026, but the ongoing FIFA World Cup is emerging as an important catalyst for premium…

The retailer said it has benefited from the football tournament and warm weather.

Despite a dip in India's smart TV market early in 2026, the FIFA World Cup is driving sales of premium, large-screen televisions. Consumers are increasingly opting for bigger…