India: Poised for growth

AV Magazine

India is on a rapid growth curve but the complexity of the market, vast size and diversity present unique challenges that companies need to navigate effectively.

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As the third largest pro AV market in APAC according to AVIXA, India is also the fastest-expanding economy in the region, with a projected GDP growth of seven per cent.

“Pro AV in India is currently witnessing a transformation and is growing rapidly,” says Gagan Verma, vice-president, India & SAARC for Crestron. “The influx of multinationals and local startups, coupled with a government led digitisation drive and rising technology adoption, is leading growth.”

Pratik Whadhwa, CEO, Modern Stage Services of New Delhi judges the climate “dynamic and witnessing significant growth” while noting challenges ahead from competition and the need for skilled professionals.

Reporting an increase in enquiries, Hans Chia at Clear-Com describes the market as “bullish” and predicts plenty more concerts, events and corporate installs.

India is a key region for Peerless-AV’s business strategy, “presenting significant opportunities,” says Justin Joy, the company’s senior sales manager. “Currently, demand for UC/VC products is booming as a result of large multinationals setting up shop in India. We’ve also seen a good level of interest from government organisations for quality AV products in meeting rooms and auditoria.”

Sujoy Bhattacharjee, sales director, Lightware Visual Engineering calls India’s growth “resilient” and not only in AV but across the board from IT and automotive to renewable energy. He adds, “Industries like medical and education are looking towards more futuristic, scalable solutions to help them with remote collaboration tools and AV over IP infrastructure.”

High growth territory
Promethean expects the country to be a high growth territory to 2025 and beyond. “There’s been a positive cultural shift when it comes to AV in India,” observes Howard Shaw, the firm’s Middle East and Asia chief. “Across all industries attitudes have changed, with technology in education now being a top priority. This has been a catalyst for the digital transformation we are seeing throughout the country, as businesses recognise the value technology plays in improving learning and productivity.”

Continues Shaw: “There’s also a reputational element that’s driving adoption in some instances. Having access to the latest AV solutions is a mark of success, creating powerful first impressions and encouraging collaboration between organisations.”

Dataton’s Trond Solvold dubs the climate “vibrant” with lots of opportunities, plenty of interest and strong competition. “India is a stable market,” he adds, “with significant purchasing power and a strong willingness to invest by both businesses and authorities.

“There’s a very refreshing attitude to AV tech in India with users quick to adapt to new technologies and a new-found appreciation of factory-built systems,” finds Solvold. “The industry also seems to be undergoing a paradigm shift in technologies from a projection-orientated approach in favour of other types of display devices. That has an impact on the system infrastructure as fewer servers may be required in a rig, for example.”

Digital India
Digital India is one of the key campaigns of the Indian government. Everything, it seems, is going digital. “Schools, colleges, malls, hospitals, airports, railway stations, museums are getting digitalised,” says Whadhwa.

The endeavour is being driven by one of the largest pools of young populations in the world. “The new generation is very tech savvy and tech friendly,” he says. “The business culture of AV communications/applications here is undergoing significant transformation.

“There’s a greater acceptance and adoption of AV technology across industries, driven by changing work dynamics, government initiatives, and a focus on localised content. This evolving landscape presents ample opportunities for businesses and entrepreneurs to leverage AV technology and contribute to the growth of the sector in India.”

Stemming from education
The Ministry of Human Resource Development launched ‘Project Connect’ in 2019 to provide high-quality AV systems in all government schools nationwide. The project connected over 8,000 schools with tools such as digital whiteboards, large format screens, sound systems, document cameras, and projectors.

In addition, it enabled students and teachers to access digital learning platforms such as the Bhimtal portal and Khan academy for e-learning. Improving the audio visual quality of classrooms in India is expected to have a positive impact on student engagement and performance, according to Verma.

This digital initiative continues to “drive a high volume and a steady stream of AV opportunities,” says Shaw. “In many global markets, technology use has typically evolved from interactive whiteboards and projectors to more modern interactive panels. In contrast, India is rapidly moving from very little classroom technology to widespread adoption of large format digital displays in general, and interactive panels more specifically.”

Strong fundamentals
While the government sector remains highly active, the private sector faces restrictions on expansion plans, leading to a more subdued demand for pro AV, according to Rishubh Nayar, sales director, Enterprise, for Christie. But, despite this, companies with ‘strong fundamentals’ have managed to expand, indicating a positive outlook for the overall pro AV market in India.

Visitor attractions
While India may not have Disney-style theme parks, the government has made substantial investments in visitor attractions “that aim not only to provide entertainment for the masses but also to educate them about our rich culture and heritage,” notes Nayar.

Museums have emerged as a particularly significant new area for AV in the last few years. Genelec’s market manager Arun Kumar says, “these now regularly feature interactivity and immersion, including multi-channel sound systems. These more complex soundscapes are driving demand for high quality loudspeakers and networked IP. This has proved particularly popular for museums, since they provide exceptional audio with the flexibility to allow quick re-configuration whenever an exhibit needs to change.”

The Command-and-Control segment has long been significant in India due to regular spending on defence and public security. Notable installs for Christie LED video wall solutions include the Airports Authority of India in New Delhi, where it provided Christie Core Series II LED video walls, and the Indira Gandhi Centre for Atomic Research in Kalpakkam, Tamil Nadu.

“Post-Covid, live events have experienced a significant resurgence, with our rental and staging partners making substantial investments as concerts and live performances make a strong comeback fuelled by high demand,” says Nayar.

“On the other hand, the hospitality sector, which was severely affected during the pandemic, is still in the process of recovery. Therefore, its spending on AV is more cautious and measured.”

Light shows everywhere
As Whadhwa points out: “Every state is a hotspot of AV activity in India. There are lots of new musuems, sound and light shows, smart city projects, airports, and a revamping of railway stations. Projects are happening across the country.”

Cosmopolitan cities Hyderabad and Bengaluru (Bangalore) are already hot spots of AV activity. “Hyderabad has emerged as a major hub for the pharmaceutical industry and technology start-ups, while Bengaluru is recognised as the Silicon Valley of India, boasting a significant presence of IT and multinational companies,” says Nayar. “These cities are expected to witness AV activities that cater to corporate organisations, such as video conferencing and digital signage.”

Nayer also highlights Gujarat, Uttar Pradesh, and Madhya Pradesh, “with their rich cultural heritage and history,” as likely to see more experiential installations such as museums and son et lumière.

Mumbai is India’s commercial and entertainment hub and home to the country’s film and TV industry. AV activities in Mumbai include advanced AV systems for live events, large and small-scale audio and visual installations, digital signage solutions, and virtual reality applications.

“We’ve seen an increase in international acts coming to Mumbai with the opening of India’s largest exhibition and convention centre, Jio World,” says Chia. Clear-Com recently completed a project working with For-A India and system integrator, Sigma AVIT to install Clear-Com digital matrix, partylines and wireless kit.

Delhi is one of India’s fastest-growing cities and home to numerous AV installs, presentations for corporate meetings and events, and multimedia technologies.

Chennai is India’s fourth-largest, one of its most industrialised cities, and now an influential hub of many national and international events.

“The city of Pune has also seen good growth in the past 2-3 years,” says Peerless-AV’s Joy. “The smart city hubs – Hyderabad and Gujarat – are also seeing a lot of activity.”

 

Surge in projects
India’s G20 presidency culminates in September and it’s been a year of high-profile events, such as the Sherpa meet in Udaipur and G20 Development Working Group Meeting in Mumbai, both featuring large-scale façade mapping using WATCHOUT.

“Every state in the country is hosting G20 events, showcasing a sound and light show with cultural performances for the evening dinners,” says Whadhwa. “New venues are developed for holding conferences with the state-of-the-art equipment.”

General elections, scheduled for April and May 2024 to elect members of the 18th Lok Sabha, are projected to catalyse a surge in infrastructure projects nationwide. “These projects are likely to have a significant impact on various sectors, including tourism, museums, public attractions, son et lumière, and MICE (meetings, incentives, conferences, and exhibitions),” notes Nayar. “The optimistic sentiment surrounding these applications is expected to create a favourable environment for further expansion. Ultimately, this growth will contribute to enhancing India’s overall visitor experience and bolstering its economic prospects.”

The Navi Mumbai International Airport, scheduled for completion next year, will be the country’s largest and its first smart airport. In addition, India is developing world-class rapid transit systems like the Delhi-Mumbai Industrial Corridor that will link 24 of India’s most populous cities. Kolkata East West Metro, due by 2025, is the first metro railway to traverse two cities in India.

“In the sports sector, the Indian Olympic Association has recently showed keen interest in hosting the 2026 and 2032 Summer Games in New Delhi and Mumbai respectively,” says Verma. “As a result, a massive renovation of the existing sports infrastructure in India is also being undertaken. International fixtures like the Indian Premier League, U-17 FIFA World Cup, and local sporting tournaments will further draw pro AV businesses into the Indian market.”

October brings InfoComm to India for a second year and other regional events such as AV-ICN, part of Palm Expo India, should help increase focus on pro AV.

 

Cutting the red tape
India comprises at least four distinct regions within its borders. Given its vast geographical terrain and diverse population, AV companies must adopt varied approaches to connect with people across these regions, as each one possesses its unique culture and characteristics.

“To successfully engage with the Indian market, it is crucial to understand and adapt to the cultural norms and local environment of each region,” says Nayar. “A one-size-fits-all approach does not work. Building strong relationships is therefore crucial for companies aiming to achieve success in this vast and diverse market and establish meaningful connections with their target audience.”

Local partners
Given its geography and revenue potential, Shaw’s advice for any AV companies looking to engage with the market is to implement robust procedures from the start. “This includes onboarding the right local partners who share your values. This is exactly what we did with Almoe, our regional distributor. We’ve worked closely with them to establish processes that enable us to provide solutions backed by proven support and reliable logistics.”

Another challenge is navigating the complex and diverse regulatory framework. Every state has its own laws and customs which affect the way companies must conduct business. This includes registering businesses and complying with applicable labour, labour relations, tax, customs, and environmental laws. Additionally, there are laws and regulations that will be applicable to any type of commercial activity or services provided.

For example, Verma informs, there are restrictions on media content and advertising, labour laws, public safety measures, local taxes, and legal requirements related to insurance.

“Businesses should also be aware of India’s complex data protection structure, which is further complicated by broadening privacy laws,” he says. “My advice? Do due diligence and research the legal and regulatory framework. It’s important to have a partner who is adept at navigating the different jurisdictions’ regulations to ensure compliance, since failure to do so could lead to unfavourable consequences. Additionally, businesses must understand the local culture and values to ensure services provided are appropriate and do not violate local laws.”

Clear-Com Chia suggests that having representation in most of the major states is important. “Working with the right partner will be the eyes and ears for the AV companies in this vast region.”

One piece of advice from Whadhwa is to prioritise localisation. “Understand the local culture, languages, and consumer behaviours to tailor your AV solutions accordingly. Invest in regional content, language support, and user experiences that resonate with the Indian audience. Consider partnerships with local companies or hiring local talent to gain insights into the market and build strong relationships.”

AV companies looking at India need to be aware that this is a price sensitive market.

“Good value is always the primary sales pitch – even cars are sold on their mileage numbers!” says Kumar. “Building relationships with the sales channel is the only way to cover such a large region, and a high quality product service setup is also required to build confidence and credibility.”