Micromax enters Subscription-based Smart TV market with Dor

Nairrk

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Micromax has returned to prominence by investing in Streambox Media, a company launched on February 15, 2024. Streambox Media is introducing India’s first subscription-based smart TV service under the brand Dor. This marks a strategic move for Micromax, leveraging its manufacturing capabilities and brand recognition to re-enter the consumer electronics market.

Dor-TV-deatils.png

Dor TVs operate on a subscription-based model, a first in India. The initial offering includes a 43-inch 4K Ultra HD model priced at Rs 10,799, which covers the activation fee and the first month’s subscription. After the first month, subscribers pay Rs799 monthly.

Micromax manufactures the Dor TVs in India, utilizing existing infrastructure with a production capacity of up to 500,000 units per month. It may be recalled that Micromax used to sell TVs in India earlier.

Link to subscribe Dor TV
 
Interesting value proposition that. The offer is combining TV set and OTT service pack together along with customer finance. Something like what Jio does with its mobile phones/service. The lock-in being a deterrent.
 
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