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.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Is Leadership Without Hierarchies Possible?
LEADERSHIP IN THE current era is more challenging than ever before.
The Rise and Evolution of Coffee Culture in India
AS A BANGALORE native, South Indian filter ‘Kaapi’ has always been a significant part of our tradition.
The Daily Ground Goes Desi
Success in Tier-2 and Tier-3 cities hinges on several key factors, with one of the most important being the ability to offer high-quality products at an accessible price point
Cracking The Indian Code
TARUN JAIN, CEO of Tim Hortons India believes in creating an experience at cafes by blending global quality, local flavours and affordability
Making Coffee the New Chai in India
Affordable, great-tasting coffee made fast-abCoffee is reshaping how India drinks coffee
Scripting A New Era Of Coffee In India
From a bootstrapped startup to international expansion, NOTHING BEFORE COFFEE is brewing its way to the top by challenging the giants of the coffee industry with innovation, personalisation, and sustainability
"Driven By A Younger Demographic, Coffee Culture Is On The Upswing"
SUNIL D'SOUZA, Managing Director and CEO of Tata Consumer Products, discusses the company's strategic growth in India's booming coffee market, focusing on premiumisation, innovation, and expanding consumer experiences both at home and in cafés, in this exclusive conversation with BW Businessworld's Tarannum Manjul
Fresh Brew, Big Ambitions
From startups to stores, Beanly's Samayesh Khanna and Rahul Jain elevate India's coffee culture by making freshly brewed coffee a daily delight
"On Track To Become India's Top Café Chain"
In an exclusive interview, RAJAT AGRAWAL, CEO of Barista Coffee, shared insights on the company's current market position, expansion strategies, and its response to growing competition
"Ensuring A Seamless Coffee Experience Outside The Cafe Is The Next Big Thing To Watch Out For"
In an exclusive conversation with BW Businessworld's Resham Suhail, Third Wave Coffee CEO RAJAT LUTHRA and its Co-founder AYUSH BATHWAL delve on how they are navigating the competitive landscape, going beyond retail and tapping changing consumer preferences