siliconindia | | November 20198HOW INDIAN MANUFACTURERS ARE GIVING STIFF COMPETITION TO FOREIGN BRANDS?By Avneet Singh, Director & CEO, Super PlastronicsAvneet joined SPPL in 2009 and has played a pivotal role in expanding Kodak's foray into the consumer technology - television vertical in India, as an exclusive brand licensee.here has been a big revolution in the televi-sion manufacturing industry. Many brands have launched TVs in India, but only a few have succeeded, as nobody has invested in infra-structure. They are just doing trade in India. In-dia is a vast country and the infrastructure cannot be ready in just one or two years, as it has a completely different environment.Currently, there is degrowth of 5-7 percent in the of-fline market, due to which the market has not grown this year. The prime reason being the slowdown in technology, which affected the consumer market, including automo-biles. There are various other reasons for the slow down. The current market size of TV is 12-13 million sets and basis the understanding is, this year, it will remain close to the given figure.Apart from one foreign player that came into the mar-ket last year, there wasn't anyone else to threaten the mar-ket. Many other licensed brands came into the picture, but were not successful in giving competition to other existing brands. This year, there are more than 20 brands, mainly mobile brands that are coming-up with their TVs. One should not confuse that smart TVs are like smartphones. The market size for television is 12 million sets, and 350-400 million for smartphones. There is a huge gap and the quantities are very less. The major challenge for after-sale service is - it's a door-to-door service which took all the major brands around 10-15 years to establish them. As mentioned earlier about how vast the country is and how different it is when it comes to being compared to countries like China and Korea, they are very different in terms of language, whereas India is a diversified coun-try, where every 200kms things change rapidly. So, when it comes to the door-to-door service, it will take a lot of time for any brand to establish themselves and one should be ready to burn their pockets in the first five yearsTin my opinion
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