In a bid to fulfil market requirement, the company intends to design and develop innovative products in video electronics that are tailor-made for the requirements of the India market, says Trushal Alshi, Founder and Managing Director, Willswell Technologies Pvt. Ltd.
What were the various reasons behind starting Willswell Technologies?
Our team has strong technical background in video electronics.There is much space out there for consumer and commercial video electronics in India. We observed that most of the video electronics hardware is being imported to India, and in most of the cases, the importers (mostly traders) do not have control on quality and technical support for the products. The established brands for products, like projectors, also import the finished products. So overall there is limited scope for innovations as the products are not developed, designed in India. They are not tailor-made for the requirements of the Indian market. Our company intends to design and develop innovative products in video electronics like DLP led projectors with interactive function and multi-OS projectors. We also intend to carry out research and development in embedded systems for real-time scientific learning.
Tell us about the various difficulties and hurdles that are encountered in doing business at the ground level?
Being an Indian start-up company in hardware, our brand value was not considered up to the mark. Also, hardware products’ company is very capital intensive, unlike software products and services companies. Initially, for a long time we had to carry out market research extensively. Products had to be evaluated and tested rigorously before promoting and selling them full fledge.
The existing international brands projectors (certain models) fall in 25,000-30,000 thousand price range. These projectors have many drawback compared to our WXGA resolution DLP LED projectors.
Despite the fact that our projectors have many advantages like long lamp life, portability, low power consumption and very little or no maintenance, the high prices of our projectors in comparison to established international models makes it difficult for us to pitch in our projectors.
Our portable interactive kits (PIWB) are a low cost alternative to traditional bulky ‘with frame’ smart boards. However, there is very low level of awareness about the overall concept.
What is the market size of the products offered by you in India at present?
The present products like projectors have a market value as high as `600 crore. Our other product, the portable interactive whiteboard kit, is a first of its kind in India. The market size we expect for such a product is around `10 crore in the first year and depends on the increase in awareness about the product.
Our strong technical background in audio video electronics enables us to understand the technical requirements of our clients at a deeper level.This enables us to suggest and provide end to end solutions to them. Our clients can trust us for quality and post-sales support.
One example is our portable interactive kit. Using this product, existing projector installations can be converted to interactive smart touch board using stylus like e-pen. Any chalk board, whiteboard or plain wall can be converted into interactive board. This option not only saves space in classrooms, meetings rooms, but also provides portability feature. The product has all the features that a conventional smart board provides but at the same time is offered at less than half of the cost of the framed smart boards.The products can also be afforded by students who have projectors available with them.
What is the vision of your company for the next two years?
We intend to become a reputed brand in education and consumer video electronics and will be known for our excellent quality and best technical support.We will be having more variety of innovative products in interactive and video projection domain.
Digital marketing, dominant online presence and professional networking are few of the important measures that we are engaging in to increase the visibility. Roadshows, exhibitions are also important for us
What are the various methods you are using to increase the visibility of your organisation?
Digital marketing, dominant online presence and professional networking are few of the important measures that we are engaging in to increase the visibility. Roadshows, exhibitions are also important for us.
How do you differentiate your services from competitors?
Very strong technical expertise is our major asset. Openness to new ideas of learning and constant drive for innovation is what will enable us to provide a better experience to our clients as compared to our competitors.
What are the measures adopted by you to engage customers. Please share a special case study?
Initial engagements with clients have been a wonderful experience. Our products are very innovative and not many target clients knew about the concept of converting whiteboards into interactive touch screen. We had to carry out several rounds of meetings and demonstrations for the initial clients. These happy clients are now recommending our products to potential clients.
What are the major stakeholders and sectors you are focussing on?
Our focus is on education, corporate and consumer electronics domains. We are also promoting good quality DLP LED projectors as replacement to TV so market is not limited to Education and Corporate.
What are the various initiatives taken by your organisation to emerge as a market leader?
We are paying a lot of attention to the quality of our products. Post sales technical support and periodic upgradation of products to next better level experience is definitely going to help us in the long run. Fruitful long term association with existing client base will also help us emerge as leaders in the market.