With over 1.3 billion inhabitants and an evergreen entertainment industry, India is a prime playing field for television businesses. Nearly 25 recognized brands and more than 60 bourgeoning companies have managed to clutter the already competitive TV market – selling around 12 million units annually. Rapidly sprawling urban establishments have seen the rise in demand for Smart TV’s as well. German consumer electronics brand Blaupunkt is the latest company to enter the TV business in India, with a promise to invest $300 million in the next 3-5 years.
Building upon its business that’s currently spread across Europe, Australia, Africa, and Israel – Blaupunkt announced its foray into the Indian market at the IFA Berlin 2018 Tradeshow. On 11th September, 2011, at a launch event in India’s capital New Delhi – the German brand further revealed the details of its investment and the identity of its Indian partner. Andrzej Cebart, the managing director of Blaupunkt, announced that the company had entered into a long-term license agreement with Trigur Electronics. “We have a long time agreement, a minimum 10-year vision and beyond”, he said. Along with marketing and branding, Trigur’s plant in Sonepat, Haryana will also host the manufacturing process. With a capacity to roll out 100,000 units of TV per month, Blaupunkt hopes to expand the business in the neighboring countries of Sri Lanka, Nepal, and Bangladesh. Overall, the company aims to have a business of $68 million in the next 12 months.
The event in New Delhi also marked the launch of the first Blaupunkt Smart TV’s in the country. It included a total of eight LED TV models in three series – 4K UHD Premium series, Smart Sound series, and the Family series. Ranging from $179 to $664, their sleek design and superior AI capabilities could pose a genuine threat to existing market competitors. The Blaupunkt Family series, the most affordable of the bunch, offers 32-inch and 43-inch LED TV models. The mid-tier Smart Sound series features an array of 32-inch, 43-inch, and 50-inch panels – designed to deliver enhanced audio experience. Finally, the high-end 4K UHD Premium series, with higher resolution and a built-in soundbar, offers unparalleled audio-visual experience.
In addition to these features, the LED TV’s also supports an AI-based interface which supports voice commands, a smart AirMouse for voice and touch inputs, and a Universal Search Feature to make content discovery easier. The eight models will be available for purchase starting 18th September, in lieu of the festive season in the country.
Blaupunkt’s TV offers superior value for money factor, a criterion that’s important to solidify its presence in India. “On the basis of our product testing and customizations, we believe we are ready to disrupt the Indian market with Blaupunkt LED Televisions at affordable prices. I can surely say that we are luxury, but affordable luxury. We are excited about our launch in India with our LED Televisions range of products that are on par with what we market in Europe”, Cebart explained in the press conference following the event.
The company has also tied up with e-commerce major Flipkart to exclusively sell Blaupunkt TV’s through their online channel. With 14% of TV sales occurring online and with the Indian TV market estimated to grow at 15% annually over the next five years, Blaupunkt is hoping to make an indelible mark on the TV business in India.