Inside SPPL’s strategy: Avneet Singh Marwah on innovations, market positioning, and the future of Blaupunkt TV sales in India

In an exclusive interview with Avneet Singh Marwah, CEO of Super Plastronics Pvt. Ltd (SPPL), the company that holds the exclusive brand license for Blaupunkt TVs in India, we delved into the strategic moves and innovations driving the brand’s success in the highly competitive Indian TV market. Marwah shared insights on SPPL’s role in tailoring Blaupunkt TVs to meet the specific needs of Indian consumers while maintaining global standards. He highlighted the company’s strong position in the 4K and QLED segments, its response to market dynamics in the 32-inch category, and the significant growth in online sales. Additionally, Marwah discussed the incorporation of cutting-edge technologies like Mini LED and AI-driven features in future models, the use of Google TV as the operating system, and SPPL’s robust in-house manufacturing capabilities. The conversation also touched upon how SPPL is addressing the rising demand for larger screen TVs, outlining the strategies in place to cater to this growing market segment. Let’s delve deeper into the conversation to know about Blaupunkt TV sales and strategies in India.

Could you please shed some light on Blaupunkt TVs in India and how Super Plastronics Pvt. Ltd (SPPL) plays a part in its sales in India?

Blaupunkt TVs have carved out a niche in the Indian market by offering high-quality, feature-rich products. Super Plastronics Pvt. Ltd (SPPL) plays a crucial role as the brand licensee for Blaupunkt in India. We handle everything from marketing and distribution to customer service and after-sales support. Our team ensures that Blaupunkt TVs are tailored to meet the preferences and needs of Indian consumers, incorporating local insights into our product offerings. We’re dedicated to maintaining the brand’s international standards while adapting to local market demands, which helps us deliver exceptional value and performance to our customers.

What is SPPL’s position in the 4K and QLED TV market and what is the brand doing to ensure a leadership position in this competitive space?

SPPL is positioned strongly in the 4K and QLED TV segments, leveraging our expertise and strategic planning to stand out in a competitive market. We focus on delivering high-quality displays with cutting-edge technology, ensuring that our products offer excellent picture clarity and vibrant colours. To maintain our leadership position, we invest in research and development to stay ahead of trends and continuously enhance our product offerings. We also work on effective marketing strategies and customer engagement to highlight the unique features of our 4K and QLED TVs. We aim to offer superior performance and value, setting us apart from competitors.

Various market dynamics influence the 32-inch TV segment. How are current cash market influences affecting pricing strategies for this segment?

The 32-inch TV segment is influenced by various market dynamics, including consumer preferences and competitive pricing. Currently, the cash market is seeing fluctuations that impact pricing strategies. Factors such as changes in production costs, supply chain issues, and market demand play a role in how we price our 32-inch TVs. To navigate these influences, we focus on optimizing our supply chain and cost management while ensuring that our pricing remains competitive. We also pay close attention to market trends and consumer feedback to adjust our strategies accordingly, aiming to offer attractive pricing while maintaining product quality.

SPPL has reportedly experienced a “double sales” phenomenon in online channels. Could you explain what factors have driven this increase, and how do you foresee e-commerce shaping the future of TV sales, specifically for Blaupunkt TV sales?

Our growth in online sales has been quite notable, and it’s largely due to our targeted marketing efforts and an evolving shopping landscape. We’ve invested in digital marketing and optimized our online presence to reach more customers effectively. The shift towards online shopping is driven by convenience and a better overall experience for consumers. E-commerce is increasingly becoming a dominant channel for TV sales, and we’re adapting to this trend by enhancing our digital strategies and ensuring our online platforms are user-friendly. Looking forward, we expect e-commerce to continue shaping the market, and we’re committed to staying ahead by leveraging online tools and platforms to connect with our customers.

With the rise of Mini LED and increasing demand for smart features and AI, how is SPPL planning to incorporate these advancements into its product lineup? We have heard about some interesting AI applications on TVs such as Facial Recognition, to tailor recommendations, and gesture controls, for ease of use. Will these be available on future Blaupunkt TVs?

SPPL is indeed focused on integrating advanced technologies like Mini LED into our new products. Mini LED technology enhances picture quality, and we’re excited to bring this to our lineup. We’re also looking into incorporating AI-driven features such as facial recognition and gesture controls. These technologies can make interactions more intuitive and personalized. While these features are still in development, we are working towards including them in our future Blaupunkt TVs. Our aim is to provide an innovative viewing experience that aligns with the latest trends and meets the evolving needs of our customers.

What operating systems are featured in your latest TV models? How has Blaupunkt optimized their TVs to run these particular operating systems smoothly?

As we have the Google license in India to manufacture, so all devices are Google TV with the latest UI. It offers 15000 apps and games. To ensure smooth operation, we’ve focused on equipping our TVs with high-performance processors and adequate memory. Currently, we are using Realtek and MediaTek chipset. This helps in managing the demands of these systems efficiently. We also perform rigorous testing to make sure everything runs seamlessly and stays compatible with new apps and updates. Regular software updates help keep the systems up to date with the latest features and improvements, ensuring a reliable and enjoyable user experience.

Can you shed some light on SPPL’s in-house manufacturing capabilities?

SPPL has robust in-house manufacturing capabilities, which are crucial for maintaining high standards and quality control. We handle various aspects of production, from assembly to quality testing, at our facilities. This allows us to closely monitor every step of the process and ensure that our products meet our rigorous standards. By managing production in-house, we can also respond quickly to market changes and customer needs, ensuring that we deliver high-quality products efficiently. Our manufacturing capabilities are a key part of our strategy to provide reliable and top-notch products to our customers.

There has been increased demand for 55-inch and larger screen TVs. How is SPPL addressing this trend, and what strategies are in place to cater to this growing market?

The demand for larger screen TVs has indeed risen, and we’re addressing this trend by expanding our product offerings in the 55-inch and larger categories. We’re investing in advanced manufacturing processes to ensure we can meet this growing demand efficiently. Our strategy includes enhancing our production capabilities and increasing the variety of large-screen options available to consumers. We’re also focusing on integrating the latest technologies and features in these larger models to ensure they offer exceptional performance and value. By aligning our production and product development with market trends, we aim to provide a range of options that cater to the preferences of our customers.