Samsung has cut its television prices by up to 20%, reported The Economic Times. The decision reportedly comes as Chinese brands make inroads in to Indian market.

The drop has reduced ‘its price premium over Chinese rivals such as Xiaomi and TCL from 100% to 50-60%,’ people close to the brand were quoted in the ET report.

“While companies routinely drop prices by about 5% for old models when new models come up, Samsung has dropped prices by 10-20%, which reflects a complete change in their pricing strategy… the new models too are coming at lower prices,” a retail chain director was quoted saying in the report.

The development comes after Chinese brands lead by Xiaomi started to focus on Indian television market that is valued at Rs 22,000 crore.

This, the report says has raised concerns for market leader Samsung that the Chinese companies may bring a disruption similar to what they caused in smartphone segment.