CORPORATE FEATURE – PRO AUDIO
Understanding the Pro-Audio Market with Sennheiser
Sennheiser is a leading manufacturer of headphones, loudspeakers, microphones, and wireless
transmission systems and has been creating unique sound experiences for customers. PALM+ AV-ICN
got in touch with Vipin Pungalia, Director, Sales - Pro Audio & Country Manager, Sennheiser -
India, to learn more about the company's plans for the Indian market.
Vipin Pungalia, Director, Sales - Pro Audio & Country Manager, Sennheiser -
India
The live music industry had seen a boom before the third wave of
COVID stuck. What are the current industry sentiments, and do you think that the industry is poised
to see a boom again?
India has always been a music-loving country, for global as well as local artists. According to a
survey by BookMyShow, 51%1 of entertainment enthusiasts were eager to attend live events. With the
ease of COVID restrictions, and rise of vaccination rates, real life concerts are back. It almost
did not matter that they were not yet back in full effect, because even a gradual return before the
third wave of COVID, drew a large number of audiences from across the country. Considering the
enthusiasm from people on wanting to attend concerts, the live music industry has been witnessing a
remarkable recovery post the pandemic and one can say, that it is definitely heading towards its
boom.
Which is why, once again artists are hopeful to connect with their audience one-on-one through live
concerts. To prepare for future live performances, artists are looking for the best quality products
that will amplify their sound in a manner that their audience is captivated and realises what they
have been missing out on these couple of years.
So, considering the ever-increasing footfalls at music concerts, the live music industry will
continue to grow in India in the coming years. Because live entertainment as a format will always
remain a crucial element in providing a memorable experience to people. This will have a direct
impact in the demand for superior professional equipment with cutting-edge technology, making it
important for brands like us to constantly innovate and create the best to provide an impetus to
this growing culture. Know
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How has the growth been for Sennheiser in India since the last year and what are Sennheiser's
priority markets in India currently?
India is one of the key markets for Sennheiser. We have a well-structured and large team covering
everything from sales to support to technical services.
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.
Could you elaborate on Sennheiser's channel strategies in the Indian market?
At Sennheiser, we have our wide and strong network of channel partners region-wise and business
segment-wise across India. During such an unprecedented time, brands may need to consider a Phygital
approach – a combination of both physical and digital, a new powerhouse of experiences.
In this model, the physical aspect works on the human connection which helps build trust &
reliability, while the digital approach helps us acquire data, which when analysed can help reach
out to our target audience, thus making this model a future-ready approach. This model is a powerful
approach because it gives a 360-degree view of the current customer experience landscape and brings
complete transformation in physical and frontend business.
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.
Speaking of Sennheiser, our major chunk of business comes from traditional channel. However, online
channel is also gaining popularity with many customer groups. Keeping this in mind, brands need to
find the right balance between online and offline channels. Fortunately, we have a sturdy approach
in place as Sennheiser and its channel partners provide consumers with a choice of both offline as
well as online medium.
Tell us briefly about the new products launched by Sennheiser and their USP and how do you
think it will have an impact on the market?
To give music producers the full account of their mix, we recently introduced the HD 400 PRO studio
headphones to our portfolio. An ideal companion for creators seeking natural and precise sound
reproduction, these headphones are a reliable reference to create outstanding audio mixes to give an
immersive listening experience to audiophiles.
Witnessing the rise of content creators, we introduced from mobile kits for vlogging, shotgun mics
for the most demanding environments, to an ultra-convenient digital wireless lavalier for
crystal-clear dialogue, built to be a great addition for vloggers, videographers, and mobile
journalists.
To equip artists who put quality and performance above all, Sennheiser launched the EWD- Evolution
Wireless Digital, which provides the most reliable connection for any situation, any place, today or
even tomorrow – whether it's voice, lecture, conference, moderation, or live performance. A unique
tool, best in its class with staggering 134 dB dynamic range – highest in any wireless system at
present. The EWD series introduces an easy, app-based workflow while retaining all the
professionality, multi-channel capability and reliability that users have come to expect of UHF and
1G8 microphones.
Considering the ever-increasing footfalls at music concerts, the live music industry will continue
to grow in India in the coming years. Because live entertainment as a format will always remain a
crucial element in providing a memorable experience to people. This will have a direct impact in the
demand for superior professional equipment with cutting-edge technology, making it important for
brands like us to constantly innovate and create the best to provide an impetus to this growing
culture.
Through these launches, Sennheiser is catering to the ever-evolving needs of our customers through
innovation and our passion for excellence.
Price has a significant influence on consumer behavior. What are your views on the Indian
market for pro audio solutions given this price sensitivity?
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. Brands should ensure to not get into a rat race of producing affordable devices
with no distinct USPs and key features.
Do you have any plans in 2022 in terms of conducting webinars?
In recent years, we conducted various virtual training programs for partners to help them navigate
through unprecedented business-related dynamics. These trainings are undertaken to educate them
about the market trends and leverage those to their benefits.
At Sennheiser we strongly believe that there should be no reason to stop educating yourself even
while social distancing or working from home situation. Which is why we will continue to conduct a
series of webinars this year, to offer both our customers and partners a chance to put forward their
questions and clear out queries with the application engineer team.
The webinars would cover the applications of Wireless and RF Application - Wireless microphone and
IEMs and various topics under the application such as the basics of Analogue & Digital Audio
transmission, RF Noise floor, C/N Ration, RF Dynamic range, Intermodulation, Multichannel and
MultiZone antenna setups for wireless mics, In Ear monitors, Sennheiser Flagship Digital 6000 series
features, and Link Budget.
How does Sennheiser promote their service support system in India?
We do have quite a strong network of distributors and channel partners across India who play an
extremely crucial role for us in catering to needs of our diverse customers PAN India. Additionally,
we have the Online Reputation Management team to manage daily online inquiries from the customers.
Our service centres are located in Gurgaon, Mumbai, and Kolkata.
Can you give us an outlook on what customers can expect from Sennheiser in the near
future?
We plan to launch a range of varied products in the pro-audio segment and will keep our customers,
partners, and other stakeholders updated about the same.