Chinese consumer durables major TCL is targeting big house owners in small towns and rural areas to sell its rear projection TV (RPTV) sets. These televisions cost a little less than Rs 50,000.
Company executives say it makes sense to tap this area to market these large-screen televisions that range from 43-53 inches.
"While having large televisions may not be too feasible in the metros because of the size of homes, a lot of people in rural India still have huge houses. These are ideal homes for these TVs," said C M Singh, vice president, sales and marketing, TCL.
Singh adds that the Indian preference for 'something big', especially in the smaller towns, is another factor that will influence sales of the RPTVs. He says the popularity of RPTVs in smaller towns is growing because in these areas the size of families tend to be larger.
The joint family system still prevails compared to the nuclear-family concept in larger cities. Also, people still watch television together in smaller towns. A 53 inch screen will cater to these segments.
Singh says the company is expecting sales for RPTVs to more than double over the next few months. "We are targeting the smaller towns with this product and expect to double sales," he said.
The company is currently selling about 200 units a month, but expects sales to increase to 500 units over the next few months. That is partly because the prices of RPTVs have decreased from Rs 100,000 to sub-Rs 50,000 levels.
In the Indian market, companies like Samsung and Sony sell RPTVs. But most companies have been low-key in promoting RPTVs and have concentrated in rather pushing the higher-end plasma or LCD sets.
