Sunil Nayyar was the head of Sony’s North America retail operations when he was asked to return to India to spearhead operations here. The excitement of coming back home was somewhat marred by the anxiety of confronting a market that was “cost-conscious”. Two Sony brands that Nayyar cherished, namely Vaio laptops and Ericsson smartphones, had already been pulled out of the Indian market by Sony Corporation as part of its global restructuring exercise.
The new managing director of Sony India, which recently celebrated its silver jubilee, was determined though, that the multinational would not be playing the “volumes game” in this market. It would be a player in the premium range of electronic products. “In our country,people drive a Maruti, people drive Audi (and) people drive a BMW. And there’s a reason to drive those cars. So, the driving pleasure is different in each brand. We talk of the same thing when it comes to our televisions and that’s what I’m trying to do continuously in this market since I came back because I learned this from United States,” says Nayyar, who is the first Indian to helm Sony India.
“For example, you go to any of the (electronics) stores (such as) Croma or anywhere, they will tell you why you should buy a Sony, although it’s a 20/30/40 per cent premium (over other products).That’s big money to pay − like people pay ten times more for a luxury car. So whether it is digital imaging, home theatre, a headphone or television, Sony is only talking about premium,” says Nayyar, speaking exclusively with BW Businessworld. We notice Nayyar’s festish for premium brands like a Tag Heuer and BMW.
هذه القصة مأخوذة من طبعة 23 November 2019 من Businessworld.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة 23 November 2019 من Businessworld.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
MEMORIES & IMPRESSIONS
Ratan Tata was an exceptional human being. He was a visionary leader, esteemed industrialist, and a humanitarian, who left an indelible mark on India and the world.
The Robotaxi Market
The robotaxi market is shaping up to be a high-stakes battleground as tech giants and automakers race to transform urban mobility.
And the Nobel Prize Goes to AI
The recent Nobel Prize T awards to AI pioneers affiliated with Google have sparked a broader conversation about Big Tech's influence on research and the limitations of traditional prize categories.
Ola Electrified
Once considered a trailblazer in India’s electric vehicle (EV) ecosystem, Bhavish Aggarwal’s Ola Electric now faces a major accountability crisis.
Sharp Slide in Industrial Output on Eve of Deepavali
India’s index of industrial production (IIP) saw a sharp reversal in August, contracting by 0.1 per cent, in stark contrast to the 4.7 per cent growth in July, mostly because of significant contractions in mining and electricity generation.
Heralding the Solar Era with Sustainable Electrification
RAJEEV KASHYAP on the economics of solar power, the hurdles in scaling it, and much more
A WELL-GREASED MACHINE
The OmniBook X14 laptop runs on first-generation Snapdragon X Elite, which bets big on Al-enabled productivity and battery life, but falls short when it comes to overall experience, says Deep Majumdar
DO NOT LETA HEALTH CRISIS RUIN YOUR FINANCIAL HEALTH
For a family of four living in a metro, it is recommended to opt for a family floater health insurance plan with a sum insured of at least Rs 15-20 lakh
Disruption Ahead: Beyond Organisation Charts and Structures
ALBERT EINSTEIN FAMOUSLY said, “We cannot solve our problems with the same thinking we used when we created them.
Dr. Rahul Shivajirao Kadam: A Visionary Leader Blending Sustainability, Innovation, And Social Empowerment
We are on the stage of global warming, and these technologies not only help prevent further damage but also leave behind a better environment for future generations.
