Sony is betting on a growing shift among Indian consumers from buying standalone televisions to building complete home entertainment systems, as the company on Wednesday expanded its premium BRAVIA Theatre portfolio with a new range of soundbars, subwoofers and wireless rear speakers.
The company launched the flagship BRAVIA Theatre Trio wireless home theatre system alongside the BRAVIA Theatre Bar 7, Theatre Bar 5, Theatre Sub 9, Theatre Sub 8, Theatre Rear 9 and Theatre Rear 8 as it seeks to capitalise on rising demand for cinema-like experiences at home.
The launch comes amid a broader shift in consumer behaviour that is reshaping India's home entertainment market.
"We are witnessing a clear shift from value-driven purchasing to experience-driven decision-making," Nezu Daisuke, Global Head of Home Audio and Video Division at Sony Electronics Corporation, told ET Online.
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According to Daisuke, consumers are no longer evaluating televisions based solely on specifications or price points. Instead, purchasing decisions are increasingly being shaped by the quality of the overall entertainment experience, including picture quality, sound performance and immersion.
Industry data suggests the shift is already visible in buying patterns. According to Counterpoint Research, India's smart TV shipments remained broadly flat in 2025, but larger screen sizes continued to gain share, with 55-inch-and-above televisions emerging as the primary growth driver. Premium price bands between Rs 40,000 and Rs 50,000 also outperformed the broader market as consumers increasingly upgraded to better-equipped televisions.
The trend is extending beyond televisions into audio products as consumers seek cinema-like experiences at home. India's home theatre market was valued at $544.6 million in 2025 and is expected to grow at a CAGR of 17.45% through 2034, according to research firm IMARC Group, driven by rising adoption of premium audio systems, Dolby Atmos-enabled devices and growth in OTT consumption.
The soundbar segment is also expanding rapidly. India's soundbar market was valued at $203.2 million in 2025 and is expected to more than double to $450.5 million by 2034 as consumers increasingly invest in dedicated audio systems to complement larger televisions.
Sony's latest lineup is designed to tap into that opportunity.
At the centre of the launch is the BRAVIA Theatre Trio, Sony's flagship wireless home theatre system designed for ultra-large-screen televisions. Unlike traditional soundbars, the system is said to use dedicated left, centre and right speakers and supports Dolby Atmos and DTS audio formats. Sony added that when paired with compatible subwoofers and rear speakers, it can create up to 24 virtual "phantom" speakers designed to simulate a cinema-like surround sound environment.
The company also introduced the BRAVIA Theatre Bar 7 and Theatre Bar 5 soundbars, which feature Dolby Atmos support and Sony's proprietary spatial audio technologies, alongside two wireless subwoofers and rear speaker systems that allow consumers to gradually expand their home entertainment setup.
Sony is also introducing a feature called BRAVIA Direct Connect, which allows compatible BRAVIA televisions to connect directly with subwoofers and rear speakers without requiring a soundbar, enabling consumers to build home theatre systems in stages.
The strategy reflects what Sony sees as a uniquely Indian consumption pattern.
Unlike many mature markets where content consumption is often an individual activity, entertainment in India remains a shared experience among families and friends. This, Daisuke says, increases demand for larger displays, powerful sound systems and immersive viewing experiences that can be enjoyed collectively.
Sony believes India is particularly well-positioned for this shift because of the country's unique viewing habits.
"Consumers today are increasingly thinking about their entertainment setup as a complete ecosystem rather than as a standalone television purchase," Daisuke said.
Looking ahead, the company expects the distinction between cinema and home entertainment to narrow further.
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"India will play a significant role not only in driving business growth but also in shaping future innovation," Daisuke said, adding that the country's scale, diversity and rapidly evolving consumer preferences offer valuable insights for future product development.
Looking ahead, Sony expects the distinction between traditional cinema and home entertainment to narrow further as advances in display technology, audio systems and content delivery improve the quality of in-home viewing.
"I believe the distinction between cinema and home entertainment will become increasingly blurred," Daisuke said. He added that premium content experiences could increasingly be designed with home viewing in mind from the outset, making homes the primary destination for high-quality entertainment experiences.
The BRAVIA Theatre Trio is priced at Rs 2.4 lakh, while the Theatre Bar 7 and Theatre Bar 5 are priced at Rs 1 lakh and Rs 38,000, respectively.
