Mumbai: South Korean electronic giants Samsung and LG control over 65 per cent of the liquid crystal display (LCD) market in India.

Samsung topped the list with a market share of 36 per cent, followed by LG with 30 per cent and Sony in the third spot with 14 per cent, the latest ORG survey for January-March quarter show.

LG is now concentrating on toppling compatriot Samsung from the top slot in the Indian LCD market by 2007-end, which is expected to touch four lakh units this year from the previous 1.5 lakh units.

Samsung is giving emphasis on strengthening its hold in the market through a multi-pronged marketing approach to cash in on Indian consumers' shifting preference to enhanced television viewing experience.

The battle between the two firms is expected to result in further expansion of the LCD market, which hithertho has been restricted by high prices.

Interestingly, the competition between Samsung and LG is expected to benefit the LCD market that has been up until now kept down by high prices.

Availability of easy and interest-free finance, besides dropping prices and increasing disposable incomes of people has helped in expanding the LCD market in India.