Daiwa: Delivering Innovative LED Technology to its Customers

Daiwa is moving in the fast lane when it comes to introducing innovative LED products in India. The company has an automated plant in Greater Noida which can produce more than 1000 32” LED TVs in just 8 hours.

Arjuun Bajaj, CEO and Founder, Daiwa speaks with Zia Askari from ChannelDrive.in about the company’s current positioning and its future plans.

Please share with us your key priorities as a brand?

We are a leading LED TV brand and each of our products boast of an impeccable mix of technology, innovation, quality and cost. Our key priorities as a brand is to provide to our customers excellent products of exceptional quality at affordable prices. Ace after sales customer service based on customer feedback is one of our key competitive differentiators. Also, we are committed to provide our customers with something new, innovative and exciting and this resonates well with our brand ethos – “Expect the unexpected”.

What are your plans to manufacture motherboards in India?

Since the last half a decade, we have been manufacturing motherboards of LED TV’s in India. We are planning to expand it further, going forward.

We have an automated plant in Greater Noida which includes Surface Mounting (SMT), Clean Room and Automated Final Assembly Line which can produce more than 1000 32” LED TVs in 8 hours. Additionally, we have two more units in Ludhiana and Himachal Pradesh. Other competitive edges include in-house designing of products and R&D center in Shenzen, China.

How do you look at the smart TV market today? When do you plan to launch low cost and yet powerful performance driven smart TVs in India?

Today’s customer is price conscious, yet discerning and we keep this in mind while manufacturing each of our products. The Indian customer is as keen about Smart TVs, just like they are keen about smart phones and the evidence lies in sales volume numbers. We have rolled out two Smart TV models till date, one in 32 inches category and the other in the 40 inches category. We will be launching few new and interesting models over the coming months.

With innovation deeply embedded in our very DNA, our new Smart TVs will have something unique in them. There is just one challenge. Internet connectivity in India needs a major overhaul for Smart TVs to be really successful.

Do you also plan to step into Home theater system segment? 

Yes. That’s on the radar. Very soon we will be launching an entire portfolio of Home theater systems.

How do you look at the go-to-market strategy?

We provide a varied plethora of additional services and benefits to our esteemed customers. Besides, we do in-shop branding, digital advertisements etc.

For customers, DAIWA offers unique facilities such as providing free installations and demo sessions at home when a customer purchases a product. Additionally, we provide repair-at-home service which prevents customers the hassle of physically carrying the product to a brick and mortar service center.

What are your plans for Offline and online presence in India? 

In line with our partnership with the 80 year old legacy business and popular household name, Usha Shriram Enterprises Pvt. Ltd, we will be launching their LED’s and Multimedia speakers division online, soon. We have already started sales in North India.

Please share details on Tie Up with- Videotex and Usha Shriram for manufacturing and marketing of LED TVs?

This association with Usha Shriram is an integral part of our go-to-market strategy. Our aim is to catapult the television technology industry to the next pedestal of aestheticism, bravura and functionality and the logical move was to partner with Usha’s premier business unit of LEDs and Multimedia speakers. Our endeavor would be to push this expensive product line through aggressive pricing models which is in line with our commitment in providing the best value for money to our customers. Videotex, DAIWA’s parent company, will be taking care of Usha Shriram’s branding and marketing activities.

Usha Shriram believes in tying up with the best and thankfully I can say we are the best in our Industry to be a part of such a unique initiative. Great Products, Great quality, great service and great prices are our competitive advantages and that is what we bring with us to the table, every time.

How has been the brand journey and response from Indian customer till date? 

The response have been nothing short of overwhelming.  The journey have been very successful and we have received outstanding response, not just from customers, but also from dealers and distributors.