Sansui started its operation in India in the year 1997 in a small way, under the leadership of Mr. Anil Khera. Initially the strength of the company was only 4 employees. The first sales office was open in pune in October 1997 in a small room of 10 x 10 in a business centre. From there it grew to 1600 employees today and from sales of 20,000 TV's in the first year to 1 million CTV's this year with a Turnover of Rs.1,000 crores. Sansui has been awarded No.1 in customer satisfaction in 2003, and all this, so that when you have to buy a technology -sound TV, you do not have to go far.

In the present scenario, there is a drastic change in the dynamics of consumer behavior luxury goods are now being perceived as necessities with higher disposable incomes being spent on lifestyle products. There is a shift in the consumers' preferences in favour of higher-end, technologically superior branded products, the demand being spurred by increasing consurmer awareness and preference for new models. This shift is also explained by the growing demand of LCD's and Plasma TV's. Also the price difference between branded and unbranded goods has narrowed down and with branded players providing good after sales service and support, consumer prefer to buy branded products.

In line with the above Sansui has launched its LCD range under the sub-brand ''KYUUTEN'' which in Japanese means classic. This range is very well appreciated by the customers across India.