Call it a déjà vu moment for foreign brands.。

Some of the biggest TV manufacturers in India are cutting the prices of their TV lineup in the nation to better compete with local players.。

Various TV models from Sony, LG and Samsung, the three global giants that assume over 80 percent of the LED TV market in India, are being sold at up to 40 percent below their sticker price on e-commerce sites in the nation.。

Even at brick and mortar stores, the television models are being sold below 15 percent of the retail price, reports。 Even at brick and mortar stores, the television models are being sold below 15 percent of the retail price, reports。the Economic Times 。

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Known for its low-priced smartphones, Micromax forayed into the TV space in 2012, and the smart TV segment last year. The company is already offering some of the cheapest TV models on the market. 。

A full-HD 43-inch TV from Micromax, for instance, sells at under Rs 23,000 ($350). Similar model with 4K offering sells at around Rs 40,000 ($610). 
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In comparison, the cheapest 43-inch full-HD Sony Bravia TV costs around Rs 49,500 ($760), whereas a similar model with 4K display panel retails at Rs 83,400 ($1,280). Samsung and LG have similar offerings.。