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NEW DELHI: will increasingly be ‘Made in India’ for Sony televisions in the country as the Japanese electronics giant has decided to give a major push to local manufacturing to work out cost efficiencies and better product and distribution management in the wake of rising competition from Samsung, LG and the growing list of low-cost Chinese brands such as Xiaomi and TCL.
Sunil Nayyar, MD of Sony in India, said the company currently sources 30% of its total TV sales from India. “We intend to increasingly have a larger portion of our TVs made in the country,” Nayyar told TOI as the company launched two new TVs under Bravia range — 55-inch for Rs 3.9 lakh and 65-inch for Rs 5.6 lakh.
Nayyar said while competition is getting intense, the demand for TVs remains robust, with platforms such as Netflix and Amazon driving content consumption in the country.
In 2015, Sony had signed a partnership with an affiliate of contract manufacturer Foxconn to source TVs locally. The units are made at a factory at Sriperumbudur, outside Chennai, and Nayyar said local sourcing provides sufficient cost benefits. Import of fully-built TVs currently attracts a duty of 20% in India, while shipment of panels will attract 15%. These steps were initiated by the government under the Make in India programme to boost local manufacturing.
“The local sourcing provides a strong leverage to price the products competitively. We can manage the supply and demand issues better, we can have the products faster and manage the inventory effectively, while controlling the cost of logistics.”
However, Nayyar said that the company currently has no plans to set up its self-owned manufacturing facility in the country.
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