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With the ICC ODI Cricket World Cup underway, cricket fans around the country are glued to their screens to catch the latest cricketing action as it happens in India. Now, a major chunk of the population in India enjoys their cricket on their TV screens. And this is why—despite the ongoing Shradhh rituals—cricket fans across the country have contributed to increased sales in India.

For those unaware—as is tradition—during Shraddh rituals, Hindus avoid buying new material objects such as electronics and TVs but this time, it hasn’t deterred Indian buyers from rushing to buy TV screens.

As reported by The Times of India, brands including Xiaomi, LG, Sony, and Panasonic have seen huge demand and are reportedly finding it hard to keep up with the demand.

Moreover, online retailers also hosted festive sales in India, offering bank discounts and a range of offers to customers, and this may have further contributed to the sales.

“With the Indian team emerging as a top contender, the excitement knows no bounds as we head into the India-Pakistan clash on Saturday,” Gireesan Gopi, Business Head of Home Entertainment at LG India, was quoted as saying by The Times of India.

He further added that sales of their TVs that are 55 inches and bigger are up by 2 to 2.5 times compared to the shradh period last year.

Sony India MD, Sunil Nayyar, too, had a similar outlook to share with TOI. He said that bigger screen models, including 75-inch and 85-inch screens, are becoming popular with the Cricket World Cup.

With that said, if you are in the market for buying a new TV, we suggest properly looking into different display technologies such as OLED, QLED, and traditional IPS LCD panels, and researching what you want from a panel.

For instance, as good as OLED panels are, they might not be suitable for overly bright rooms, and if you want the most contrast-rich image, only OLEDs make sense. Ergo, do your due diligence before buying.