Customers are now prioritising Indian manufacturing brands: Pallavi Singh, SPPL

Singh, Head, E-commerce and Sales-Business, SPPL, spoke to us about how being high-end yet affordable smart TV sellers in India has worked well for the brand

e4m by Anjali Thakur
Updated: Aug 22, 2019 9:06 AM
Pallavi Singh, SPPL

In 2018, French company Technicolor SA-owned consumer electronic brand Thomson re-entered the Indian market and created quite a stir in the television selling space with high-end yet affordable smart TVs in India.

The brand entered into an exclusive licensing agreement with Indian contract manufacturer Super Plastronics Pvt Ltd (SPPL) and since then it is giving competition to the existing players in the segment.

Pallavi Singh has been heading the e-commerce and sales business, SPPL, for the past three years. When asked about Thomson’s journey in India and why the brand re-entered the Indian market, she said, “India is amongst the biggest TV markets in the world, we saw great potential in re-launching it here in 2018, almost after 15 years. Our strategy has been to focus more on online first and not get into offline sales, and we have received great responses as well from all over the country. At present, we have launched the UD series, which is the official Android series. We are the second brand in India to manufacture official Android TV’s in India. And they can give competition to any other leading brand including players like Sony, Samsung to name a few.”

Sharing an anecdote, Singh told us that they had started a deal wherein customers could exchange their old products with the new Thomson TV and how they gained their trust in such a short time. “Few customers had exchanged their recently bought television sets with our UD series TV’s. That is the kind of trust we have gained from our customers in just a span of one year.”

The brand has increased their manufacturing capabilities. “Initially, the manufacturing capabilities were limited to 5000-6000 units a month, we have increased it to 40,000 units a month now. We have witnessed unit growth and we want to maintain this momentum. We've also seen an area of growth in the factory wherein we had one manufacturing area and now we have three.”

When asked about that one strategy which is working well for them, Singh shared: “Our basic motive is to provide to everybody, but at a better price. So, we don’t want to overcharge our customers and because of this we have seen a shift now with Indian manufacturing products, people are slowly prioritizing Indian brands as well.”

She added that the company believes in investing in quirky social media campaigns. “We believe in making videos which will keep customers engaged.”

Singh is a qualified Chartered Accountant. Prior to joining SPPL in 2015, she worked with KPMG as a tax & regulatory consultant and has had stints with multiple international brands during her tenure.

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