Interview of Mr. Vipin Pungalia, Country Manager & Director- Sales Pro Audio -India
by Prashant Kapadia/NHN
The idea and objective behind participating in PALM Expo 2022?
The objective behind participating in PALM expo has been to showcase our wide product range from the professional audio segment and set a new benchmark unveiling our new products at the PALM Expo 2022. We are privileged to be associated with PALM Expo, as this is one of India’s leading exhibition and conference that serves as the epicentre of showcase, engagement and quality knowledge dissemination for pro audio, lighting, live sound, install sound, musical instruments, and AV integration industry professionals.
Last time you launched and took the bar a notch higher by launching 4-5 products at the Expo, anything for this time? Also, how many products you have showcased in total?
This time, we came up with a Neumann experience zone for consumer attendees to personally experience and gain deeper insights on some of our flagship monitors and microphones. Additionally, to leverage the platform we showcased our new product, Miniature Clip Microphone (MCM) from their Neumann family. This has been launched with a clear intent to address the requirement of various instruments or environments, the MCM will be a go-to close mic in live sound, broadcast, and recording requirements.
Evolution Wireless Digital showcased first time in Palm expo after virtual Launch in late 2021
We have also showcased 66 premium products like Digital 6000, 2000- IEM, wired microphones, evolution G4 series, Pro headphones along with Sennheiser audio for video products such as MKE 400 Mobile Kit, MKE 200 Mobile Kit, XS Lav USB-C Mobile Kit and XSW-D Portable Lav Mobile Kit, Neumann NDH20 Studio Headphone
We recently heard about Sonova that recently acquired Sennheiser’s Consumer Segment business. How will that affect the Professional Segment industry in India and worldwide?
With the partnership for Sennheiser’s Consumer Business with Sonova, we are now concentrating our strengths and resources on the Pro-Audio, Business Communications and Neumann business areas In Pro Audio, with a focus on digital services, we intend to further strengthen our position in the global market. In Business Communications, we will greatly expand our product portfolio in the coming years. Our goal is to be present with our products in majority of the meeting rooms and lecture halls around the world. Neumann, with its legendary products, is already one of the world’s best-known brands for studio-grade audio solutions. Here, too, we will focus on digital workflows in the future and further expand the business.
Does Sennheiser have any plans to set up a manufacturing unit in India?
Our manufacturing units are in multiple countries such as Germany, Romania, Ireland, amongst others. However, we do not plan to set up any manufacturing unit in India as of now but will continue to focus on sales and marketing operations here.
Considering India is a price sensitive market, customers refrain from spending on discretionary items. But Sennheiser is mostly seen as a premium audio brand. How do you manage this?
Indian market is tough in terms of many factors such as educating the customer, emotional buying decision and geographical expansion to Tier B markets. Even the rapid infrastructure development and lot of key Govt initiatives has led to an increase in demand for various opportunities. Sennheiser, with a 76-year legacy has been at the helm of shaping the future of the audio industry. In India, people have started understanding the importance and the meaning of a superior audio quality. While investing in any audio device, consumers should not look at the price as the ultimate criteria. Considering that a lot of brands are entering the market, the audio space offers a huge scope for growth. Sennheiser today stands tall with a legacy so profound in the professional audio business. The products that we provide, caters to the most demanding customers as they need quality and are more concerned about the value for money.
The Indian customers today are more aware of the nuances of superior sound quality and are willing to invest in products that would elevate their experience. Hence, we are focussing on educating our customers on the superior technology that Sennheiser has to offer through a lot of seminars, trainings etc.
How has your brand performance been in the last few years? What are your expectations from sales in the coming years?
We have been growing Y-o-Y and we look forward to growing at a same pace is the coming years. Year 2020 was challenging and we were not an anomaly on this front, but it is how well we bounced back which is what makes me proud of my team both internal and external. On the other, we grew many folds in 2021 and continue to maintain the same growth trajectory in 2022 as well. We are blessed to be working with the best in the industry with a one-point focus of providing the best experience to our customers and we look forward to working ever more closely to enable the best experience for our customers.
Live performance and Audio-for-video continues to be the topmost focused vertical for us. Additionally, the pro audio market has been reporting substantial growth for the last couple of years. The market is likely to grow further based on factors like the transition to digital audio, smart solutions like Dante (VoIP), innovative solutions for meeting and conferences, and investment from clients in cutting-edge solutions to resolve their challenges. Other major factors playing a role are favourable regulations, growing investments in M&E, exponential rise in OTT platforms, and content creation.
Currently, we are focussing on tier 1 and tier 2 cities are an important market for us. We have seen quite an encouraging growth in tier 2 cities with the increase in level of awareness of the customers. They are well-informed, demand high quality and strong after sales support which very well resonates with Sennheiser’s approach. This has helped us solidify our stance in these markets.
How much does the segment in India contribute to Sennheiser’s overall business globally?
India is one of the key markets for Sennheiser and amongst the top subsidiaries in APAC. Catering to the evolved demands of our customers in the professional audio business has helped us grow exponentially Y-O-Y. Being pioneers in the industry, Sennheiser has been focussing its energies on understanding the Indian customer’s needs, adapting and delighting with the specific business models, market expansion, and delighting our partners with our unique solutions and relationships
