Micromax co-founder Rahul Sharma, along with Streambox Media, launched DOR—India’s first subscription-based smart TV service—in December 2024. While initially promising, the venture has now been shut down, leaving many to question the feasibility of the “TV-as-a-service” model
1. Subscription Model Didn’t Gain Strong Traction
The DOR service bundled a 4K QLED TV with OTT content under a monthly rental model (~₹799/month after the first month) and a four-year warranty. Despite being a novel concept, consumer adoption lagged significantly
2. Operational & Content Limitations
Though a wide range of OTT platforms were pre-installed, users couldn’t independently add new apps in the first year. Additional features like solar remotes and limited onboard memory (1.5 GB RAM/8 GB storage) also became points of friction
3. Micromax’s Shifted Focus
Micromax has pivoted toward AI, EVs, and mobility businesses backed by India’s PLI incentives—laying off staff and moving away from consumer electronics like DOR TVs. The company now prioritizes AI-hardware, telecom, and urban mobility over Smart TV services.
4. Competitive Pricing vs. Flexibility
Although DOR offered cost savings versus buying hardware and OTT subscriptions separately, its locked subscription model (where non-payment locks the TV) and lack of flexibility turned many consumers off themobileindian.com.
5. What’s Next for Consumers and Stakeholders
Existing users of DOR services are reportedly being contacted with options for refunds or alternative TV offerings—though details are still emerging. The shutdown highlights the risk of inflexible hardware-linked subscription models in India’s consumer tech landscape.
🔚 Final Take
The DOR shutdown underscores a critical lesson: while innovative bundles like TV-as-a-service are forward-thinking, they must balance cost, flexibility, and consumer control. Micromax’s pivot reflects both market realities and a return to core strengths in AI-hardware and mobility. For the Indian market, the demise of DOR now raises the question—are consumers ready for hardware-linked subscriptions, or is flexibility still king?
