LeEco breaks into India’s TV market as it seeks further international expansion

Chinese tech conglomerate LeEco on Thursday launched its line of smart TVs in India, marking the company’s second entry into an overseas TV market as it looks to expand internationally.

The launch comes a week after LeEco’s US$2 billion acquisition of US TV manufacturer Vizio, a strategic move to help LeEco manufacture and sell televisions to the North American market. The company currently sells a US$799 smart TV and other electronic accessories in the US.

The company is expected to unveil its US strategy in September, which could include a possible tie-up with US streaming platform Netflix for its content ecosystem, according to the company.

LeEco’s strategy is to integrate content into hardware for its consumers. On the Chinese mainland and Hong Kong, purchasing a LeEco television often comes with discounted or even free subscriptions to LeEco’s video streaming service, which can include movies, TV series and even sports matches.

For the Indian television market, LeEco is taking a similar route. It launched its Super3 4K television series, which includes the 55- and 65-inch models Super3 X55, Super3 X65 and Super3 Max65. Prices start from Rs. 59,790 (US$892), with the most expensive Super3 Max65 priced at Rs.149,790 (US$2,240).

To build up its content ecosystem for the Indian market, LeEco earlier this year partnered with Indian on-demand entertainment content providers such as Eros Now, Yupptv and Hungama, allowing buyers to stream a plethora of films, TV channels and songs on their TV or smartphone.

Dubbed the “Supertainment” membership, it is often bundled with a free trial or fixed-term membership when customers purchase a LeEco device.