Those prices are high. Where are you from in Mumbai? Here is some info you can use.
I visited Next, Marol last Saturday. Next puts a price tag of Rs 37000/- for this one. I told the guy, give me your best price for this model, the LG 32LH20 and the sammy LA32B450C4. He went and consulted with someone and came back with a price of Rs 32000/- for the above mentioned TV. Further, at Next you can avail of a 5% discount if you use a ICICI Bank credit or debit card. You can get another 5% off if you have purchased from Next before. I am sure, if you tell them you are getting a good price elsewhere, they will give you both those discounts without a fuss.
SL Electronics at Kalina offered this model at Rs 30000/- to my brother last week. Talk to Shah - two six six six zero eight four one or two six six six one two four zero or two six six six one four three four.
You can also check out New TV Town at Mahim near Paradise. The guy can give some very good prices if you tell him you checked online. He hasn't posted a price on the LF20 at the moment but he should be able to give it at around 30K. The advantage with him is that he had offered me Rs 3.5K exchange price on my 21" LG Flatron when he was trying to sell me the LA32A450 which he can give at 30K. He has a good price on the LG80 as well. Check him out via Naaptol first.
hyeah: (Main reason for buying LCD)
and he refused to let it in the house. 
