The company is also planning to give a lot more consumer finance options along with the value additions. For the Durga Puja in West Bengal, TCL India is offering a chance to win a trip to China to customers in the eastern part of India.

Another reason the industry cannot afford price cuts is because average price points have been consistently falling. For instance, two years ago a 42-inch plasma would have cost Rs 2-2.5 lakh, but it now costs Rs 55,000 to Rs 80,000. Prices have reduced almost more than half, said a source. Factors like these have led to a pressure on margins.

Consumer durables firms to give value-added offers
This festive season, Samsung is offering a Tata Sky DTH connection with its 30- and 32-inch LCD and plasma range.