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Industry & Competitive Context India's consumer electronics and durables market is one of the world's fastest-growing, driven by rising household incomes, 5G device adoption, and deepening internet penetration across Tier 2 and Tier 3 cities. Organised retail in this segment has historically competed against a fragmented landscape of regional multi-brand outlets, single-brand stores operated by OEMs such as Samsung and Apple, and — increasingly — e-commerce platforms includin