World Cup fails to boost TV sales amid post-Diwali lull

Television sales that typically go up during cricket and football world cups have not seen any spike amid the ongoing Qatar 2022, despite retailers and brands launching soccer-oriented promotions, industry executives said. Inflation, pressure on disposable income after Diwali and the fact that the matches can be watched live on smartphones have impacted demand for TVs this time, they said.

“The hardening of interest rates and inflationary trends have impacted discretionary consumption post Diwali. The recent sporting events are unable to generate a spur in sales given these negative undercurrents,” said Great Eastern Retail director Pulkit Baid.