Startup action on display amid shift in the Indian smart TV market

According to Counterpoint data, the market share of brands outside the top five sharply increased from 43.2 per cent in 2021 to 57.4 per cent in 2022

Zetwerk is not exactly a household name, but this unicorn, boasting revenues of Rs 11,450 crore as of last year, is among the top four electronics manufacturers in India. The startup is capitalising on a notable trend in smart TV sales—fall in collective shipments from top brands like Xiaomi, Samsung, LG and an untick in the market share of smaller, regional, and online brands.

Emerging as a key Electronics Manufacturing Services (EMS) player, Zetwerk operates a plant in Haryana that caters to 10 per cent of the country’s overall smart TV production capacity. The company aggregates demand through contract manufacturing