Dixon partners Google to locally design and manufacture Android smart TVs; to open design center in India

Dixon Technologies (India) has joined hands with Google to locally design and manufacture smart TVs, which brands can take and sell to India consumers in India. The contract manufacturer has acquired sub-license rights relating to Android and Google TV for the same.

Sunil Vachani, CMD at Dixon told ET that the company will now fully design and manufacture smart TVs, which will be supported by Google. “These TVs will be made available to all TV brands that are currently importing these devices from other countries.”

Dixon is also setting up a design center in India at one of its Noida facilities and will hire 200 people in the coming months. “We are investing Rs 25 crore in tools, equipment and setting up the center to locally design smart TVs,” Vachani said, adding that it will be able to roll out its first locally designed and manufactured smart TV in the next 4-5 months.

Dixon, in a statement, said that the new partnership will enable the company to offer cost-effective, consistent, high quality & out of box experience to our existing customers & potential new brands which will further strengthen the company’s market leadership in the LED TV category.

“Google is an iconic company & I am delighted and encouraged by the trust they have bestowed on Dixon. As the landscape for streaming grows, customer demands call for multiple choices and Dixon’s product offerings are poised to answer such needs,” Atul B. Lall, Vice Chairman & Managing Director of Dixon Technologies said separtely.

“This has been possible largely due to company’s relentless focus on innovation, backward integration, large scale & strong relationship with National & International brands. This is in line with our effort to contribute to “Make in India” initiative of the Government,” he added.

Smart TV share in India’s overall TV market grew 33% YoY in Q1 2022 to reach its highest ever at 89%, according to Counterpoint. Xiaomi led the smart TV market during the quarter with a 14.3% share, followed by Samsung at 13.1%. The increased preference for smart TVs along with sales growth in online channels were the major growth drivers. New launches from leading brands at affordable prices, along with discounts and promotions, also aided in the shipments.

India’s smart TV market is mostly offline-driven, with 69% of the shipments happening in offline channels. But online channels are increasing and offering various discounts.