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Amazon Launches Fire TV Edition In Partnership With Onida

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Amazon has partnered with Onida to bring its Fire TV Edition smart televisions in India, to further strengthen its position in the booming consumer durable market in the country. The product will be available at an introductory price of ₹ 12,999 for a 32-inches model and ₹ 21,999 for a 43-inches model with cashback offers, starting December 20, 2019.

Amazon came up with the Fire TV Edition smart TVs in 2018 in the US and Canada. The e-commerce company later expanded the product to the UK, Germany, and Austria in collaborations with Dixons Carphone, MediaMarktSaturn, and Grundig.

“We have seen great momentum to the Fire TV Edition smart TVs so far. India has been a very important market for our streaming product and we are seeing great uptake of it from across the country. We are confident of a similar response to the TVs also,” Sandeep Gupta, Vice President (Fire TV Devices and Experiences) told PTI.

“Onida is excited to work with Amazon to bring the Fire TV experience to India. We have over 38 years of experience building TVs in India and the Onida Fire TV Edition brings superior picture quality and sound output to customers, at affordable prices,” Sunil Shankar, Business Head, Onida, said.

The Fire TV Edition smart TV has the Fire TV experience built-in and will come in two variants, to begin with. The company plans to continue looking at opportunities and expand the range.

The consumer durable market has been booming in India, with online marketplaces making the shopping experience all the easier and budget-friendly for consumers. Smart TV category saw the maximum sales during festive season sale of Flipkart and Amazon. 40-45% of smart televisions sold last year were reportedly sold through e-commerce platforms.

Amazon said that it had 37 million active users on Fire TV globally in the third quarter of 2019 and over 50 partners with expanded in-app voice control worldwide. Currently, in India companies like Samsung, Mi and Sony are competing in the smart TV market.

Recently Samsung and Nokia also joined the smart TV race. Samsung is reportedly planning to return to the television manufacturing business in India, after one year of staying away, to compete with the likes of Xiaomi and Vu, which are making smart TVs in India. The company may resume LED production at its manufacturing units in India, in association with Dixon.

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