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... 1% to 17%. All this means higher prices and less demand. In 1990 there were about 25 million TV sets in India. This is equal to 15% of the country. 80% coverage means 100 million more TV sets need to be sold. Production of TV sets is leveling off. Indian TV Consumers Compared to the USA, India is far more populated and has much less money per capita. India consists of 850 million people and on the average there is $450 per person. The target segment for TV is basically the middle-class, professionals like here in the USA. For India this was the middle and upper class that make up 12 to 25% of the population. There is no formal marketing research available, but Mr. Bhalla thought he knew the consumer well. The price for a TV ranged from Rs.10,000 to Rs.14,000. The main point of influence was promotion ...