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How TCL Plans to Dominate Indian TV Market in 2025
India has long been a challenging market for premium TV brands. It’s not that Indian consumers aren’t tech-savvy or interested in high-end experiences—they just want value. And in a country where a 55-inch 4K HDR TV can still feel like a luxury, paying top dollar for branding rather than substance doesn’t sit well. It’s why TCL’s timing couldn’t be better. As legacy smartphone brands like OnePlus and Realme quietly bow out of the TV space, TCL India is charging in, not just with big screens but with an even bigger ambition: to dominate India’s television market by offering high-spec hardware at game-changing prices.
The brand’s goal? 10% market share by the end of 2025. That may sound like a stretch for a company that started the year with just 6%, but everything TCL is doing right now suggests they’re not here to make up the numbers. They’re here to lead.
Local Manufacturing
Unlike the smartphone brands that once dabbled in the TV space through contract manufacturing and low-margin bets, TCL has invested heavily in India itself. Its Tirupati manufacturing facilities in Andhra Pradesh are a $3.2 billion statement that says “We’re local now.” And being local doesn’t just cut down on costs and logistics. It enables TCL to react faster to market demands and dodge the tariff issues that still plague competitors relying on imports.
It also gives TCL the leverage to price aggressively. Undercutting Samsung’s Crystal series, out-speccing Xiaomi’s budget sets, and offering tech like Mini-LED that was once reserved for five-figure TVs in metro showrooms. By going all in on Indian production, TCL is reshaping its supply chain not around export logistics but around Indian living rooms.
TCL Wants to Be Seen as Premium Too
In early 2025, TCL debuted the world’s largest Mini-LED TV, the 115X955 Max, in India. That’s not normal. Flagships like this usually get launched in New York or Shanghai. But TCL chose New Delhi. Not because it expects to sell thousands of ₹30 lakh (~$36,000) TVs, but because it wanted to send a message. India is no longer just a mid-tier dumping ground. For TCL, it’s now a priority market where the brand can flex its global innovation muscles.
This halo product isn’t just about wowing the ultra-rich. It elevates the entire brand perception. If TCL can build a 115-inch Mini-LED with 20,000 dimming zones and Onkyo-tuned 6.2.2 audio, it can definitely build a great 55-inch QLED for your living room. That’s the subliminal pitch.
Giving Buyers More for Less
TCL’s real battlefield is the mid-range, and here the company is pulling every trick in the book. A 55-inch QLED 4K TV with Dolby Vision, 144Hz VRR, and Mini-LED backlighting at under ₹75,000 ($850)? That’s not normal. Competitors charge nearly double. TCL’s approach is clear. Match or beat flagship specs while pricing like an upper mid-range option. The C755 series, for example, blurred lines between affordable and premium so well that consumers began comparing them to LG OLEDs and Samsung Neo QLEDs, not Xiaomi or Vu.
And TCL’s not stopping there. The 2025 roadmap includes the flagship X-series and refreshed C8, C7, and C6 lineups. Ranging from ultra-premium Mini-LED monsters to leaner 4K smart TVs with Google TV, far-field voice, and built-in Onkyo audio. All of them are expected to hit multiple price tiers, giving Indian buyers choice without compromise.
It’s Not Just About the TV. It’s About the Ecosystem
TCL is also playing smart with localization. Nearly 80% of its marketing budget is going into digital, with cricket-heavy campaigns and regional influencer tie-ins. Rohit Sharma as brand ambassador doesn’t just add star power. It anchors the brand emotionally. It’s trying to become “the people’s brand” the way Xiaomi once was for phones.
More importantly, TCL is making sure its TVs feel native. From regional OTT integration to cricket-friendly display tuning and AI-enhanced picture engines like its AiPQ processor, the company wants to convince Indian users that these TVs aren’t just ported Chinese products. They’re built for India.
Can TCL Win the War?
TCL isn’t alone in this race. Hisense is also gunning for the same value-premium sweet spot. Samsung and LG are counter-punching with discounted Crystal and NanoCell lineups. Even Xiaomi, though slower now, is still a serious online force.
But TCL’s edge is scale and manufacturing strength. Unlike smartphone brands that faded when margins shrank, TCL controls its stack. R&D, supply chain, panel sourcing, and even factory operations. It knows how to win a low-margin, high-volume war because it’s done it in North America before.
If it stays focused on quality control, nails after-sales service, and keeps the pressure on pricing, TCL could not only hit its 10% market share goal but also change what Indians expect from their TVs altogether.
In related coverage, we recently talked about what makes the TCL QM9K TV special and highlighted how TCL dominated IFA 2025 with a series of smart tech awards.
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TCL SQD-Mini LED Tech Explained: New Benchmark for Mini LED Displays
TCL SQD-Mini LED (Super Quantum Dot Mini LED) technology is the company’s most ambitious evolution of Mini LED to date. Debuting with the flagship X11L series, this new display tech is designed to overcome the limitations of conventional RGB-Mini LED systems by delivering better color accuracy, more efficient light control, and higher brightness, all while allowing for ultra-slim TV designs.
In traditional RGB-Mini LED setups, backlighting is achieved using red, green, and blue LEDs grouped together to form white light. While this allows for rich colors, it comes with downsides—namely, the potential for color bleeding, limited zone density due to complex layouts, and inconsistent performance when rendering mixed-color scenes.
SQD-Mini LED solves this by switching to a single-type blue LED light source, which passes through a high-density layer of upgraded quantum dots. These dots convert the blue light into red and green wavelengths, which are then blended to produce full-spectrum white light. The result is purer, more stable colors with minimal distortion.
Unlike RGB-Mini LED, which achieves only localized high color gamut (often peaking at around 97% BT.2020), TCL’s SQD-Mini LED panel delivers a true global high color gamut, reaching 100% BT.2020 across the entire screen. It maintains consistent accuracy whether the scene is monochromatic or multi-colored. Because each pixel’s color generation process remains uniform, there’s no shift or compromise during complex scenes.
This architecture also makes the backlight more compact and thermally efficient. A single chip can replace a cluster of three RGB LEDs, allowing more dimming zones within the same area. In the case of the X11L, the 98-inch version reaches 20,736 zones—an industry-leading figure. Brightness is another strong point, with peak levels hitting 10,000 nits, ideal for true HDR playback.
SQD-Mini LED also enables thinner TVs. The X11L is just 2cm thick, making it the slimmest Mini LED TV ever. In short, TCL’s SQD-Mini LED is not just a refinement of Mini LED; it’s a full-stack rethinking designed to rival OLED in color precision while surpassing it in brightness and durability.
In related news, we recently explored TCL’s strategy to dominate the Indian TV market in 2025. Check it out as well.
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What’s So Special About the TCL QM9K TV
TCL has been steadily climbing the ladder of TV excellence, and with the QM9K series, the company is making a bold claim: they’ve solved one of Mini LED’s most persistent problems. The TCL QM9K TV isn’t just another premium TV with impressive specs; it’s TCL’s answer to the halo effect that has plagued Mini LED displays since their inception.
Halo Control Revolution
The star of the show is TCL’s new Halo Control System, a comprehensive suite of technologies that tackles the infamous blooming issue head-on. Anyone who’s owned a Mini LED TV knows the frustration of seeing bright halos around objects in dark scenes. TCL claims they’ve cracked this code with a multi-pronged approach that includes a Super High Energy LED Microchip, Condensed Micro Lens technology, and something called Micro-OD (Optical Distance) reduction.
Credit: TCL
But the real magic happens in the processing. The QM9K features up to 6,000 local dimming zones controlled by a bi-directional 23-bit backlight controller, which is an impressive level of granular control that should theoretically eliminate the halo effect that makes cheaper Mini LED TVs look like they’re projecting Christmas lights onto your wall.
Google Gemini: Your TV Gets Smarter
Perhaps the most intriguing addition is Google Gemini integration, which promises to transform how you interact with your TV. While details are still emerging, this isn’t just another voice assistant implementation. Gemini’s contextual understanding could revolutionize TV search, making it genuinely conversational rather than the clunky keyword-based systems we’re used to.
Credit: TCL
The Ambient Mode Sensor adds another layer of intelligence, using presence detection to automatically turn the TV on when you enter the room or switch to screensaver mode when you leave. It’s the kind of seamless automation that feels magical when it works properly, though we’ll need to see how well it performs in real-world scenarios.
Display Tech That Actually Matters
Beyond the marketing speak, the QM9K packs genuinely impressive display technology. The HDR6500 brightness specification means this TV should punch through even the brightest room lighting, while the 144Hz native refresh rate makes it a legitimate gaming display. Game Accelerator 288 with variable refresh rate up to 288Hz is particularly noteworthy for competitive gamers who demand every millisecond advantage.
Credit: TCL
The CrystGlow WHVA panel promises wide viewing angles without the color shifting that plagues many LED displays. Combined with enhanced QLED technology covering nearly the entire DCI-P3 color space, the QM9K should deliver colors that pop without looking oversaturated.
Built for Cinematic and Smart Living
TCL pairs the display with Audio by Bang & Olufsen, along with support for Dolby Atmos and Dolby Digital+. The speaker system is Dolby Atmos Flex Connect capable, making it easier to pair with wireless speakers like Z100. The TV holds an IMAX Enhanced certification, meeting high standards for brightness, contrast, and sound.
TCL includes support for ATSC 3.0 NextGen TV, allowing access to future-ready broadcast content in 4K HDR. For smart home integration, the TV supports Google Assistant, Amazon Alexa, Apple HomeKit, Apple AirPlay 2, and Google Chromecast.
Designed to Fit Modern Spaces
The TCL QM9K features an ultra-slim profile with integrated cable management and a backlit voice remote for intuitive control. Its ambient sensor detects user presence and automatically adjusts the screen’s behavior, enhancing energy efficiency and convenience.
Credit: TCL
For connectivity, the TV supports Wi-Fi 6 and Bluetooth 5.4, ensuring fast and stable wireless connections. It also provides a comprehensive set of ports, including one USB 3.0, one USB 2.0, four HDMI 2.1 ports, Ethernet, and SPDIF optical audio out.
Bottom Line
The QM9K represents TCL’s most ambitious TV to date, combining cutting-edge Mini LED technology with AI-powered features that could genuinely improve the viewing experience. The Halo Control System alone makes this worth watching — if TCL has truly solved Mini LED’s blooming issues while maintaining competitive pricing, they could have a genuine OLED alternative on their hands.
Whether the QM9K lives up to its promises remains to be seen, but TCL is clearly betting big on a future where Mini LED can match OLED’s contrast while delivering superior brightness and longevity. That’s a bet worth paying attention to.
In related news, TCL dominated IFA 2025 with a slew of smart tech awards, and we recently explored how TCL is emerging as a tech giant to watch in the next decade.
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How TCL Is Emerging as the Tech Giant to Watch in the Next Decade
Once considered a value-focused TV maker, TCL has transformed into a major player in global consumer technology. With large-scale investments in displays, smartphones, and adjacent tech like semiconductors and solar, the company is positioning itself to rival established giants such as Samsung and LG. TCL’s strategy focuses on vertical integration, advanced R&D, and partnerships with top-tier brands, creating a foundation to dominate the next decade.
Pioneering Next-Gen Display Technologies
TCL has made significant progress in OLED technology through its subsidiary, CSOT (China Star Optoelectronics Technology). The company has developed inkjet-printed OLED panels, which promise higher color accuracy at lower costs compared to traditional OLEDs. By mid-2025, TCL began small-scale production of printed OLED panels ranging from 6.5-inch smartphone displays to 65-inch TVs. To scale this technology, TCL is investing nearly RMB 20 billion (around $2.75 billion USD) in the T8 OLED fab in Guangzhou, capable of producing 45,000 glass substrates per month at full capacity. This plant could surpass Samsung’s newest OLED lines and rival BOE’s planned facilities.
In addition to printed OLED, TCL has pioneered Mini-LED and is actively developing Micro-LED technology. The company has mass-produced Mini-LED TVs since 2019 and continuously improved quantum dot-enhanced LCDs. By 2022, TCL had accumulated tens of thousands of display-related patents, reflecting its deep investment in core technology. These innovations position TCL to compete on both performance and cost with long-time OLED leaders.
Collaboration in Smartphone Displays and Beyond
TCL has extended its display expertise into smartphones and other devices. Its CSOT division supplies premium OLED panels for Xiaomi’s flagship devices, including foldable phones like the MIX Flip 2. These panels feature approximately 1.5K resolution, 460 PPI, 120Hz refresh rate, and 3,200-nit peak brightness. TCL also provides displays for Xiaomi’s electric vehicles, including central touchscreens and panoramic HUDs.
The partnership between TCL and Xiaomi includes a joint Innovation Display Lab, active since 2017 and expanded in 2025. Together, they have developed milestones such as China’s first under-display camera phone and the first 2K LTPO mobile display, and are now working on Real RGB displays, which might debut in the next Xiaomi flagships. TCL’s displays are also used in other top brands’ products, including the Oppo Pad 4 Pro and Redmi K80 Ultra. These collaborations allow TCL to test and refine its technology in real-world devices, strengthening its reputation as a leading supplier and innovation partner.
Massive Manufacturing Expansion and R&D Investment
TCL has expanded its production footprint globally. The company acquired Samsung’s Suzhou LCD plant in 2021 and built new facilities abroad, including a $130 million panel factory in Tirupati, India, which produces panels for both TCL and other brands. Vertical integration gives TCL control over supply chains, cost structures, and technological autonomy.
The company invests heavily in R&D, filing over 58,000 display-related patents by 2022. TCL also explores semiconductors and solar photovoltaics. Although a joint semiconductor venture was wound down in 2023, TCL continues to invest in custom chips for smart displays and power devices. Its solar division, acquired in 2020, leads global production in next-gen G12 wafers. These efforts ensure TCL controls key technologies that competitors often rely on third-party suppliers for.
Closing the Gap with Industry Giants
TCL is now the world’s #2 TV brand by shipment volume, surpassing LG in units and revenue in premium TV segments. The company leads in large-screen 85-inch+ TVs and commands nearly 29% of the global Mini-LED market. Its value-driven strategy, offering high-spec, large-screen TVs at competitive prices, allows TCL to undercut rivals while maintaining premium features. Samsung’s focus on OLED allowed TCL to capture a strong position in Mini-LED, accelerating its rise in the global market.
Final Thoughts
TCL’s combination of advanced technology, vertical integration, and strategic partnerships has positioned it as a formidable contender in the global tech landscape. Its investments in printed OLED, Mini-LED, Micro-LED, and semiconductors create a strong foundation for long-term growth. If current trends continue, TCL could emerge as a peer to Samsung and LG, reshaping the display and consumer electronics markets while competitors remain reliant on its technologies.