With the festive season approaching, the demand for smart TVs and smartphones is bound to surge. The upcoming Cricket World Cup in India this year is another event expected to further boost sales of these products.
The smart TV market in India continues to grow, with several companies launching new TVs on a regular basis. Gadgets 360 had the opportunity to interview Avneet Singh Marwah, CEO and Director of Super Plastronics Limited (SPPL). Under his leadership, SPPL launched four brands in India: Kodak TV, Thomson, White Westinghouse and Blaupunkt TV.
We also gathered information from Avneet about the company’s plans, festive preparations and changes in the industry and consumer behavior. Some responses have been edited and condensed for clarity.
Q: Under your leadership, SPPL launched four brands in India: Kodak TV, Thomson, White Westinghouse and Blaupunkt TV. Why do you need four brands instead of just focusing on one?
Although we operate four brands in India, each brand is managed according to a different strategy. By different strategies, I mean the situation in the Indian television industry is consolidating. Less than a decade ago, how TVs were sold, general trade accounted for around 80% to 90% of total sales. But market dynamics have changed, and we are already witnessing this change in the West.
In Europe, for example, there are very few mom-and-pop shops left. Sales are now mainly carried out by large retailers such as Carrefour, Metro and Walmart, or through online channels. The same trend is also happening in India, with significant growth in online sales and large scale retailers (LFR). You’ve seen a lot of regional LFR, and online sales are growing.
Q: How do you differentiate between so many brands?
If we talk about differentiation, all four brands have very different strategies. For example, Blaupunkt is exclusive to one platform, while Thomson is exclusive to another. Blaupunkt is our higher-level segment. You’ll be surprised to know that the Blaupunkt sells about three times as much as the 32-inch. This gives you an idea of the strong brand equity the brand enjoys.
Our main focus is on large screen sizes, which has proven to be very successful for us. In addition, all Blaupunkt TVs offer our consumers additional sound advantages. Most Blaupunkt TVs have better sound quality than Thomson or Kodak. Therefore, our main consideration has been why consumers need to buy external speakers when choosing Blaupunkt.
After that, let’s look at Kodak. Kodak is a brand sold across all platforms – online, offline, large-format retailers (LFR) and general trade. So, Kodak’s opportunity is completely different. Our thought process and strategy for Kodak revolves around catering to various segments of the market. Westinghouse, on the other hand, is an exclusive brand sold only on Amazon. This is how we differentiate our brand.
There are very few aspects of television that truly stand out. Aside from aesthetics like sound and brightness, you can only make one or two changes, but no more than that. This is because the operating system (OS) remains consistent. We use Android, which is currently the number one operating system in the global TV industry.
Q: What is your current market share in India? What are your goals for this financial year?
Last fiscal year, we achieved revenue of Rs 700 crore; this fiscal, our target is Rs 1,000 crore. Our current market share is 6%, and our goal is to increase it to at least 8.5% within the next 18 months.
Q: What are the current market trends? What size TVs do people buy most often? How do your future plans align with this trend?
There has been a major shift in the industry, with consumers increasingly preferring large-screen TVs. In Blaupunkt, 55-inch TVs outsold 32-inch TVs. Judging from industry standards, 43 inches has become the new entry-level TV size. Within a few months, the 50- or 55-inch model is expected to become the best-selling model in China (including second- and third-tier cities). Our focus also includes selling large screen TVs of different brands.
Q: The festive season is coming and Amazon and Flipkart will be hosting sales this month. Can you reveal your best exclusive offers before the sale starts?
During the festive season, consumers will be able to buy the most affordable Blaupunkt TV, a 24-inch LED smart TV, at a price of Rs 5,999. This is the most affordable smart TV in India. Additionally, Thomson’s standard 4K TV with a 43-inch screen will be sold at Rs 18,500 during the promotion period. In addition, we will launch Kodak 43QLED TV during the promotion period, and I can reveal that its price will be more competitive than any Chinese company.
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