At the heart of Thomson’s most ambitious TV launch of the year stands a towering figure – Avneet Singh Marwah, CEO of SPPL. Candid, confident, and brimming with insights, Marwah isn’t just selling a new television; he’s challenging some of the most premium segments of the display industry. At the launch of Thomson’s Mini QD LED TVs, which are also the company’s most premium offering to date, he gave us a tour not just of the technology, but of the strategy, conviction, and sheer perseverance that’s gone into building it.
SurveyFrom decoding the myths around “Mini LED” to revealing why OLED is still out of reach for Indian manufacturers, this wasn’t your usual spec-sheet readout. This was a no-holds-barred take on the state of the industry.
The making of Thomson’s Mini LED TVs
“We’ve been working on this for over a year and a half,” Marwah begins, when asked how long it took to develop the Mini LED lineup. “Every bit of innovation — from backwards integration to product optimisation – has happened at SPPL.”
With only a handful of brands in India currently venturing into Mini LED territory, Marwah is proud of how Thomson has approached this launch. “Let’s start with what matters most – local dimming,” he says. “We’re offering 540 local dimming zones, which is best-in-class at this price point.”
Under the hood lies a high-end MediaTek chipset, one typically reserved for OLEDs and flagship models. “This is one of the most powerful chipsets available right now for TVs. It’s the kind designed for high-end TVs, including OLEDs,” he adds.
The TV supports VRR, with a native refresh rate of 60Hz and support for up to 122Hz via the card. This matters not just for gaming, but for motion-heavy sports viewing. “Most TVs struggle to detect the cricket ball’s motion on OTT apps – ours doesn’t. That’s how powerful the chipset is.”
But there’s a catch. “In India, many people think ‘mini’ means small or cheap. That’s been a big challenge,” Marwah admits. “That’s why we’re branding these as ‘Mini QD LED’—to help consumers better understand the tech.”
Sound that shakes you
Thomson’s new Mini LED TVs are the only ones in their class to come with two subwoofers – a nod, Marwah says, to the deep bass Indian consumers crave. “This reminds me of my college days when I had base tubes in my car,” he laughs.
With 2 subwoofers, 2 speakers, and 2 tweeters, the 108W audio system isn’t just loud it’s finely tuned. “Dolby tested this for over 70 days in their labs,” he explains.
“Dolby has been an extraordinary supporter for us,” he says with emphasis. “They didn’t just give us the certification. They sent their own engineers to work directly with our team to fine-tune the sound experience.”
This level of involvement, according to Marwah, is far from the norm. “Usually, brands go to Dolby, get the certification based on a few tests, and that’s it. But Dolby saw potential in what we were building. They want Indian brands to thrive globally.”
On AI in TVs: “We Had It Before It Was Cool”
Ask Marwah about AI, and he doesn’t mince words. “AI is the most overused term right now. Our TVs had AI before and still do. If you’re wondering whether AI’s there – it is.”
But that doesn’t mean there isn’t intelligent processing at work. “The AIPQ chipset uses AI to adjust brightness based on room lighting and content type. This is not new. AI has been around since Google Assistant arrived in TVs in 2018-19. What’s changed is the marketing.”
On Chinese Display Wars and Sourcing Challenges
So why didn’t SPPL go the OLED route? Marwah doesn’t hesitate.
“For five years, I’ve been requesting Korean brands to supply us OLED panels. They refused, saying that if we start offering OLEDs, our sales would be hit. For a decade, OLED has remained out of reach for the affordable segment.”
But the tide is turning. “Mini LED is now the answer to delivering high-quality experiences on mid-range and premium TVs. It’s no surprise that even several big brands are moving away from OLED.”
In front of the mini LED backlight, Thomson has opted for BOE’s IPS panels. When asked why not VA panels, Marwah is direct: “There’s barely any cost difference between IPS and VA. What matters is how well the panel is tuned. The average buyer doesn’t walk in asking for a VA panel; they want a good picture.”
Once a loyal customer of Samsung panels, Thomson had to pivot when Samsung exited the display business. “For 7 years, we used Samsung panels. But they shut that business before COVID.”
Today, most brands, including Samsung, source LCD Panels from Chinese panel makers like BOE and TCL CSOT. Marwah adds: “In Open Cell, only five Chinese players remain, and currently Open Cell is a loss-making project.”
Smart OS Strategy: JioTV, Subscriptions & The Content Equation
When asked about competitors, Marwah is pragmatic. “TCL, Hisense, Xiaomi…everyone operates differently, but they’re all our competitors.”
Thomson is among the few brands embracing India’s own JioTV OS, and not just as an experiment.
“No one is thinking of OS in India. We are,” Marwah says proudly. “We’re continuously improving JioTV OS, adding more features and sizes.”
As for the subscription model that’s popular in Western markets? “It’s a flop in India,” he states bluntly. “Many tried, but it doesn’t work here. What may work is bundling OTT subscriptions with TVs – that has potential.”
Online-First, By Design: Why Offline Isn’t the Future
Despite interest, SPPL has stayed away from offline retail so far.
“TVs on e-commerce have gone from 5% to 38% in the last few years. In three more years, it’ll be 60%, just like smartphones,” Marwah predicts. “If you’re not online now, you won’t be able to enter later and disrupt.”
Offline retail brings costs that impact affordability. “That’s why even popular online brands like Xiaomi backed out of offline TV sales. LFRs (Large Format Retailers) aren’t profitable. They couldn’t do justice even to top brands.”
Marwah also flags the rise of unorganised players in the entry-level segment. “They’re denting the entire sector. The growth of this unorganised market is alarming.”
Thomson’s Mini QD LED TVs are available exclusively via Flipkart, starting at ₹61,999 for the 65‑inch model and ₹95,999 for the 75‑inch variant.
After-Sales, Not Afterthought
“In today’s market, after-sales is more important than the sale itself,” Marwah emphasizes.
Thomson offers free door-to-door service across 19,000 pin codes. Being a manufacturer helps. “There’s no spare parts shortage. Our turnaround times are improving every day.”
And as the first wave of COVID-era TV buyers nears the 5-year upgrade cycle, Marwah sees a new opportunity. “The TV’s life is 5 years. Many of our customers are now ready to come back.”
This is it
With its Mini LED TVs, Thomson believes it has built a product that can go toe-to-toe with models twice the price. “We’ve been saying we’ll bring one of the best TVs at the best price – this is it.”
And when Avneet Singh Marwah says it with such conviction, you know it’s more than just a regular launch. The subtext is clear: SPPL isn’t just chasing specs or margins. They’re chasing credibility, scale, and respect in a space long dominated by global Goliaths.
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Deepak Singh
Deepak is Editor at Digit. He is passionate about technology and has been keeping an eye on emerging technology trends for nearly a decade. When he is not working, he likes to read and to spend quality time with his family. View Full Profile
