In India, we are premium but will come a couple of rungs down the ladder: Sennheiser
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Sennheiser is one of the biggest names in the world of sound. But is the Indian market proving a hard nut to crack for this global giant? Nandagopal Rajan speaks to Gunjan Srivastava, managing director of Sennheiser Electronics India. Excerpts:
Is Sennheiser concentrating on the premium segment in India too? What is your India strategy?
Our global strategy is to be identified as a premium brand. We stick to that in India also. But in India, premium has to be defined in a local sense. There is a top layer that has a very global outlook and they will get the same products as the rest of the world. Then there is a bottom layer. We are trying to make products that more relevant and within reach of these so-called intenders.
Can you reach the intenders with your existing products? Will you need to make products specifically for markets like India?
There are some products that work in these markets, but we are expanding the portfolio with more products for the intenders.
Your rivals are playing on the Indian mindset of getting something extra for their buck. How will you take this on?
Whatever the consumer is looking for, we will try and give that. What we have picked up are insights on design, sound etc and we will give that in the products over the coming years. We will, for instance, have some good products aimed at the gaming segment and the first time users. We feel these users are getting attracted to other brands. We will continue to be premium, but will come a couple of rungs down the ladder.
What are the consumer insights that you think are peculiar to India?
Indian ears are tuned to more punch and bass. In our entire range we have many products which are good on bass. But we also have products that are good on pure sound. The top layer of buyers are more in tune with the global trend of pure sound, while the intenders are looking for more bass and punch. So lot of the entry level products will have the bass factored in.