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'Know the needs and behavior of the consumer'

Saturday, November 03, 2018

Avneet Singh Marwah, Director and CEO SPPL, Exclusive Brand Licensee of THOMSON in India

Avneet Singh Marwah is the Director and CEO of Super Plastronics Pvt. Ltd. based out of Noida. He is involved in the Business Development and Research and Development of products. Avneet Singh joined SPPL in 2009 and since then he has worked in various areas of manufacturing, supply chain, product development and marketing & sales to become well versed with the television industry.

After completing his MBA, he trained in Switzerland and Australia, in various sectors like Banking, manufacturing etc. He has also addressed the state minster of Parliament, Canberra Australia. Prior to joining SPPL, Avneet worked with CPR Capital Services Limited, where he learnt capital investment skills.

In conversation with Dominic Rebello, Avneet reveals why he wants to introduce more technology centred televisions in India.

Tell us a few words about SPPL?
SPPL is a manufacturing concern established in 1990 with its Head Office in Noida. Its initial business was plastic injection moulding which then graduated to manufacturing of CRT TV’s and to LED TV’s as on date. We were one of the largest manufacturers of CRT TV cabinets in the 90’s and early 00’s. Today we are one of India’s foremost OEM’s in CRT and LED Televisions. We have 3 manufacturing plants in India located in Noida, Una and Jammu. We have an employee strength of over 1000 across India and are expanding as we grow. At present Super Plastronics boasts of 28 offices across India and around 350 company-owned service centers. The company also has tie-ups with 250 more service centres so that they are able to provide PAN India services.

How are you different from others?
THOMSON has a brand legacy of more than 120 years. They have been making televisions since ages now, in fact it is the first brand to manufacture Television in 1930 in the whole world, so you can understand the brand’s confidence and trust factor in the market. In India SPPL is making TVs for last 30 years, so it is in our DNA and we know the needs and behavior of the consumer. Other brands have comparatively less knowledge in terms of the same.

We have our own R&D facility for smart tvs and in our current portfolio we have a lot of local Indian content. Unlike others we have customized our content as per the interests of the Indian consumer to the likes of top trending videos, music etc in 14 different languages. Additionally, we have integrated multiple Indian applications to give more content to the local consumer.

Thomson is exclusive to Flipkart and sell only through Flash Sales and is a pioneer in the segment.
What are the latest industry trends?
Overall there is a sharp rise in screen sizes from 32 to 40. There is already significant growth of smart tvs in India which will only increase in years to come. In terms of online sales, we have seen a tremendous rise in the want of smart TV and we expect there to be 70% increase in smart tvs and 30% in non - smart category going forward. Apart from that, there is also a huge boost in demand for 4k tvs in India as content availability is getting much better with smart tv apps and 4K content is being streamed by a number of apps aready.

Your vision for the company?
We, as a manufacturer, would want to achieve new heights and set standards for an Indian manufacturing firm in the near future. We are constantly working to keep our products of top most quality as well as top content. Our vision to grow our company tenfold in the next 10-15 years and also re-establish Thomson as a TV brand in India.

How has innovation (automation and AI) affected your industry?
Automation and AI has brought about a good change in our industry, specially AI format as we are doing a lot of research and innovation when it come to the same in our Smart TV’s. AI will be inbuilt and the Smart TV can be voice controlled which will open new avenues in terms of technology. Automation only helps in smoothening the process of innovation and bringing the technology closer to our homes.

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