Headquartered in the USA, BOXLIGHT, has intensified its operationsaround projectors in India. Joy Ghosh, Vice President (Sales and Marketing), Edaxis Systems India Pvt Ltd, talks about the market dynamics of BOXLIGHT in India
What is the global positioning of BOXLIGHT? Do tell something about the company.
BOXLIGHT has been developing, manufacturing, selling and servicing projectors for schools, government agencies, houses of worship, and every customer in between since 1985. Over 25 years ago, BOXLIGHT sold the 3rd LCD panel ever made. Today, we manufacture LCD and DLP projectors – projectors is what we do. Our corporate headquarters are located in Belfair, Washington and houses our sales, marketing, technical support and service staff. Additional offices and manufacturing are located in Hsinchu (Taiwan), WuXi (China), and Mexico City (Mexico) – meeting TAA compliance and GSA standards. We also assemble in the United States. And globally projectors are exported from USA. We are also planning to start a world class Projector manufacturing unit in India.
What are the reasons behind the rapidly growing market of projectors in India?
I think education and government verticals have truly fuelled the growth of projectors in India. If you take the example of education segment, this alone has created huge scope for projectors and allied solutions. This is indeed one of the key verticals which every projector player operational in India wants to tap fully. The sheer number of schools (both government as well as privately run), coaching institutes, colleges, technical institutes (including medical colleges) and business schools have brought in a huge market opportunity to projector vendors. As the world’s leading projector company, BOXLIGHT also aspires to harness the projection opportunity emanating from India’s education sector. Our projector series including ‘Projectowrite2’ and ‘ProjectoWrite3’ are immaculate fit for classroom environment. On the other hand, government sector (both central as well as State ones) offers a sustainable market opportunity to BOXLIGHT in the country. Even from a conservative market estimate government sector alone absorbs more than 60,000 units of projectors in the country. Also, the growing prevalence of home theatres has opened up a demand spurt of projectors in India. In fact, educational and home segments deploy more than 300,000 units per year.
What is the marketing strategy of your company around projectors in India?
Our strategy is again simple, we just want to give top-quality projectors to our customers cutting across verticals with assured warranty tags. On the projection technology front, BOXLIGHT has been a self-reliant entity. We have our own RDD setups manned by highly innovative and hard working professionals. We have our own manufacturing plants. We don’t import cheap projectors and put labeling on them. We’re an original company. So far as marketing activities are concerned, we very much focus our efforts on key verticals. In this endeavour, our partners hugely contribute as they are the ones who incessantly interact with institutional buyers spread across the country. Our marking initiatives incorporate customer awareness campaigns through interpersonal meetings, workshops and advertisements in various IT magazine operational in India. But we need to do much more on this. Our after-sales services are handled by our engineers and partners. We promptly respond to any issue arising at customers end.