Amazon, Onida partner for Fire TV

New Delhi: Amazon has partnered Onida to bring Fire TV edition smart TVs in India, a move aimed at helping the e-commerce company further strengthen its position in the booming consumer durable market in the country.

The Fire TV edition smart TVs were first introduced by Amazon in 2018 in the US and Canada. Earlier this year, the company expanded the range to the UK, Germany and Austria in collaborations with Dixons Carphone, MediaMarktSaturn and Grundig.

"We have seen great momentum to the Fire TV edition smart TVs so far. India has been a very important market for our streaming product, and we are seeing great uptake of it from across the country. We are confident of a similar response to the TVs also," Sandeep Gupta, Vice President (Fire TV Devices and Experiences) said. He didn't comment on the targeted sales.

Amazon works on a licensing model for the Fire TV smart television sets. It has partnered with Onida to roll out products in India and is open to working with other original equipment manufacturers (OEMs) as well.

"The Onida Fire TV Edition has the Fire TV experience built-in, enabling customers to easily find and watch movies and TV shows from Prime Video, Hotstar, Netflix and others. We are launching two variants and will continue to look at opportunities to expand the range," he said.

Currently, Amazon sells Fire TV streaming sticks in India. The company claims that Fire TV is the numero uno streaming media player in the US, UK, Germany, India, and Japan across all retailers.