The industry registered a 40 per cent growth in May compared to sales in April. For the first time, the total CTV sales in 1999-2000 are likely to exceed 50 lakh units compared to 3.75 lakh last year.

Industry experts say the CTV makers spent nearly Rs 100 crore for world cup advertising and promotion campaigns. ``It is a big risk taken by Indian companies and we are seeing never-before figures,'' said Sunil Vachani, chairman and managing director of Dixon Utilities and Exports Limited, the country's largest original equipment manufacturer (OEM) supplier which makes CTVS for Philips, LG Electronics and Thomson.

``The industry has got a quantum jump due to World Cup cricket and we hope that innovative marketing techniques will continue with same aggressiveness to sustain the buoyancy in market,'' Vachanisaid. Dixon makes five lakh CTV annually at its three units - one in Noida and two in Mohali. Its production went up 40 per cent in May, with 14-inch segment showing a 100 per cent growth.

Sources in the industry say Videocon's sales of CTVs last month (including Sansui and Toshiba brands) totalled 1.15 lakh while BPL sold 1.05 lakh units. Aiwa and Hitachi being marketed by Baron International marked sales of 80,000 CTVs.

Among Korean companies, Samsung took the lead and sold 60,000 sets while LG Electronics sold 46,000 units. The sales of other manufacturers were Onida 62,000, Philips 34,000, Sony 30,000, Thomson 23,000, Crown 12,000 and Salora 8,000.

R Zutshi, vice-president of Samsung India's sales division, said the company marked 175 per cent increase in CTV sales during may 1999 over the performance in same period last year. Samsung is using former cricket captain Kapil Dev as a brand ambassador in its campaigns.

``Our new advertising campaigns around product line-up introduction which iswell-timed with the world cup. This is having a positive rub off on the sales.'' However, industry sources say, the sales of most CTVs may see a dip after June-end. Till then, cash registers of CTV makers continue to ring.