South Korean consumer electronics major Samsung on Wednesday launched curved televisions in the Indian market priced between Rs 1 lakh and Rs 4.49 lakh to tap high-end buyers ahead of the upcoming football world cup.

Under its curved range, the company is offering a range of ten television models with ultra high definition (UHD) and LED technologies ranging between Rs 1.04 lakh to Rs 4.49 lakh.

Commenting on the launch of the new product, Samsung India Deputy Managing Director R. Zutshi said: “This technology should get adopted, we feel very strong. It’s a global trend. People are now looking at much and much better picture quality and immersive nature of the TV, which we do not have till now.”

Optimistic about a good response from the market, he said: “We are looking forward this year for World Soccer Cup. Soccer game on a curve TV would have an amazing experience. We would have a dramatic sales growth.”

While he declined to put a number of the expected sales of the curved TVs, Zutshi said the new technology and World Cup would draw consumers to buy the new products.

Stressing that the curved UHD TV technology is at a nascent stage Zutshi said the expectation is that it would account for around 2 to 2.5 per cent of the total flat panel TV market with which is estimated to be over 6.5 million annually in India.

When asked how the non-availability of high quality feed could affect Ultra HD TV sales in India, he said there would be evolution as HD channel transmissions could be upgraded to UHD as well.