Sony will steer clear of the bruising price war between South Korean and Chinese television makers, relying instead on technology-led differentiation as the global TV industry faces margin pressure from falling prices and rising component costs. The Japanese electronics giant is pinning its growth ambitions on India, which it describes as a "strategic" market and expects to become its largest global BRAVIA television market within the next five to ten years, surpassing the United States. Sony is also sharpening its focus on the $500-1,500 (roughly Rs 47,700-Rs 1.43 lakh) television segment, where it has steadily lost market share over the past five to ten years despite retaining its leadership in the premium category.