SPPL’s ​​Avneet Singh Marwa on the evolution of the smart TV segment in India


The smart TV segment in India has seen significant growth in recent times and the reasons are clear. We had a quick chat with Avneet Singh Marwa, CEO, Super Plastronics Pvt Ltd to understand how the market has evolved. SPPL is the exclusive brand licensee of Blaupunkt TVs in India, and has just launched a new range of QLED TVs featuring the new Google TV platform.



Q. SPPL has been in the smart TV segment for quite some time now. Please give us an idea of ​​this segment in terms of how the demand has changed in the last two years and what features users want these days.

We launched our first Smart TV in 2013-14 and since then we have seen tremendous growth. Smart has 90 percent market share in India today. In terms of OS, India has the largest market share with Android at 82 percent. There is a complete shift from AOSP to Android in the market now. As consumers want to experience OTT content on the big screen, Android has launched their ecosystem on smart TVs. Over 10,000 apps and games, Google Assistant, Android OS updates and Dolby technologies like Dolby Atmos, Vision, DTS, Dolby MS12, HDR 10 etc. help in providing a better experience.

Q. Which screen size is most in demand these days and what is the consumer response to technologies like QLED and OLED?

As the pandemic has brought people back to big screens to watch content, consumers are now exploring new technologies and even a second TV for their homes. The 32-inch Smart has become the best-selling option in the semi-rural market and the urban market, ahead of the 43-inch 4k.

QLEDs and 4K TVs are not far behind in larger screen sizes. According to our estimates and market intelligence, consumers are looking to upgrade their sets with better-equipped and larger-sized TVs.

Q. You have several brands like Kodak, Thomson, Bluepoint, etc., all under the SPPL umbrella. What are the positioning and differentiation factors between different brands?


We have a different brand strategy for all our brands and we differentiate them segment wise, which has really worked well for us. In one brand, we focus on premium sound, in another brand premium affordability in online market and availability of one brand across all channels online, LFR and GT with best prices.

Q. SPPL is now the only Indian smart TV manufacturer to have Google TV-certified smart televisions. Tell us India what the certification process entails and how you plan to use it to your advantage.


The journey to license Android and Google TV is very strong. Despite the pandemic we have been able to achieve YOY growth, we have been able to fulfill our committed units and I would like to give credit to Flipkart, our strategic partner.

Q. You just launched the new range of Blaupunkt QLED TVs with Google TV. Please give us some highlights of the new devices and what potential buyers can expect.


We are truly proud and honored to be India’s first manufacturing brand to launch QLED with Google TV ahead of Chinese smartphone brands. Blaupunkt QLED Google TV is a top specced TV with Dolby Vision, Atmos, DTS, HDR10 Plus, Dolby MS12, 60 watts of sound output, which is the best in the segment. Besides, it comes with far-field technology which is hands free.

Q. Do you think the smart TV segment has matured in India? What kind of growth do you expect in the short term and what is the strategy for the various brands you have under SPPL?

As I mentioned earlier, the smart TV market in India is around 90 percent and 5 percent of consumers are using streaming sticks to upgrade their TVs.

We expect 100 percent GMV growth at Blaupunkt this year, with major contribution coming from QLED TVs, as we are launching QLED at the same price point as 4K TVs to capture maximum market share.


Source by [91 Mobiles],/span>

Written By [Baji Infotech]

Leave a Comment