Sony launched new BRAVIA X90L series, with cognitive processor XR


New Delhi: Sony India today announced the new BRAVIA XR X90L series powered by the next-generation Cognitive Processor XR. The newly launched series takes vision and sound to the next level that thinks like a human brain offering a complete immersion in an experience that thrills and moves you and feels just like the world around us. In addition to best-in-class, ultra-realistic picture quality, full of lifelike contrast, the Cognitive Processor XR also offers incredible sound with sound-from-picture reality.
Avail an irresistible discount up to Rs.24,000/- on combo purchase of BRAVIA XR range of televisions and PS5 gaming console for a superior gaming experience

For the first time ever, Sony is offering a combo offer of BRAVIA televisions with PS5 gaming consoles. Consumers can avail a special discount of up to Rs 24,000/- on a combined purchase of PS5 with any BRAVIA television from the FY23 XR range. This exciting deal starts from 1st July 2023 onwards and is valid until stocks last.
The Made to entertaining, Next Gen Cognitive Processor XR provides a revolutionary experience that completely immerses viewers in their favorite content

The new X90L series is available in 189 cm (75), 165 cm (65) and 140 cm (55) screen sizes. Powered by the Cognitive Processor XR, the brain of the X90L TV uses a completely new processing method that goes beyond conventional AI. It thinks like the human brain and understands how humans see and hear, providing a revolutionary experience that completely immerses viewers in their favorite content. When we see objects, we unconsciously focus on certain points. Cognitive Processor XR, powered by cognitive intelligence, knows where that focal point is by dividing the screen into numerous zones and detecting where the “focal point” is in the picture.
Combined with the precision of a Full Array LED panel, technologies such as XR Contrast Pro Booster, XR Triluminos Pro, and XR Clear Image deliver supreme realism with deep blacks and intense brightness with a wider color gamut


The BRAVIA X90L series has multiple zones of LEDs that light up independently, allowing to adjust and create contrast by making light areas lighter and dark areas darker with greater depth, and textures. The XR Cognitive processor combined with the Full Array LED panel creates ultra-realistic picture quality full of lifelike contrast. The XR Contrast Booster in X90L precisely balances light across the screen, adjusting brightness for higher peaks in glare and deeper blacks in shadow. Peak brightness is higher than ever for sublime depth and detail. With XR Triluminos Pro, the billion colours reproduced with the subtle differences seen in the real world and delivers natural shades in every detail. The XR Clear Image reduces noise utlilising zone division and dynamic frame analysis and minimises blur.

Price and Availability

ModelBest Buy (in INR)Availability Date
XR-55X90L139,990/-26th June 2023 onwards
XR-65X90L179,990/-26th June 2023 onwards
XR-75X90LTo be announced soonTo be announced soon

This will be available across all Sony Centers, major electronic stores, and e-commerce portals in India.