How Blaupunkt plans to stay relevant in the Indian audio market: Interview with Sukhesh Madaan, CEO, Blaupunkt Audio India

The Indian audio market is a rapidly burgeoning one and brands across the globe are scurrying around to attempt to capture this lucrative market. Blaupunkt is an iconic German audio brand that attempts to do the same with its array of audio products. From home personal audio to TV soundbars to speakers, Blaupunkt has an array of products in its portfolio for consumers to pick from. Blaupunkt has also tried to keep the prices of its products in check in order to appease customers that look for products that don’t burn a hole in their pocket. We spoke to Sukhesh Madaan, CEO, Blaupunkt Audio India to gain insight into the German brand’s audio journey in India, and learn about their newest product and future plans. 

Sukhesh Madaan, CEO, Blaupunkt Audio India

Blaupunkt India Interview with Sukhesh Madaan

Q. Blaupunkt Audio is still one of the relatively lesser-known audio brands in India but is exceptionally popular in the global market. Can you discuss what is being done to stand out from the crowd in India specifically?
A. Blaupunkt is an Iconic German brand with over 124 years of technology development and innovation in the audio industry. It is known globally for its premium personal and home audio products. In India, the company has a rich history in the car audio market and has over the decades made a name for itself here. In India, Blaupunkt has tailor-made and fine-tuned its range to meet local desires and expectations. Richer bass, a larger number of features, more contemporary designs and a more durable build. These enhancements have been made after research and a vast amount of real-world testing. In addition to the actual products, Blaupunkt has also taken care of the price points keeping in mind its customer bases. To satisfy all segments, Blaupunkt has ensured its price points across its range always offer better value for money. 

Q. BTW07 ANC is one of the latest Earpods launched by the brand. What are some of the key USPs of the product? Also, what is the target audience in the Indian market?
A. The new BTW07 ANC Moksha is one of Blaupunkt’s flagship products. These earbuds come with the latest in ANC technology and also deliver a number of other innovative features. The ANC tech here is what Blaupunkt has called Moksha Mode. It has come about through a lot of R&D and performs higher than what the industry offers at this price point. In addition to better ANC tech, there are a number of other interesting features on offer. TurboVolt results in faster charging. There is TWS too which adds the convenience of making both master buds. The list of other features is too long to detail here. To mention a few – longer playtime, sweat and dust resistance and a Type C charging port.

Q. TWS earphones have exploded in popularity over the past few years. However, is it paramount to be innovative in this segment to stay on top of the market. How is Blaupunkt Audio tackling innovation for TWS earbuds? Are there any segment-first features we will get to witness from Blaupunkt TWS?
A. Yes, the TWS market has really come to age this year. Blaupunkt is following a multi-pronged strategy to be on top of it

1. Technology Evolution: we are leading it from the front. We launched products with the latest tech i.e. with ENC & ANC functions which are the latest new trends in the market. In fact, our next launch is coming with 6 Mics to give you the utmost feel of ANC technology.

2. Design Innovation: After initial confusion and hiccups in consumers’ minds, there is a clear preference setting up in consumer minds to have TWS with a stick. So all our new models are coming with them. On top, the market is really maturing to try different colours and so in our latest launches like BTW100 & BTW15 etc, we are launching various exciting colour options like Alpine Green, Sierra Blue etc.

3. Affordability: As TWS tech is maturing there is a constant price correction in the market. Blaupunkt is leading it from the front while offering great quality with features and pricing. Our latest ENC TWS has been launched at a super aggressive price point of 1499/- we want the Blaupunkt range of products to reach out to a wider audience so they can use and appreciate the Technology and Quality of the products.

Q. How does Blaupunkt plan to thrive in the cut-throat market competition, which is dominated by companies such as Skullcandy, Boat, JBL, Realme, Oppo, and others? 
A. The Indian market is crowded with new brands popping up every day. Right now, the market is dominated by Skullcandy, Boat, JBL, RealMe, Oppo and a few others. But consumers are always looking out for better products that offer better value for money. Blaupunkt has noticed that just being cheap is not what consumers want. Brand value, technology, durability and a lot of flash value are what help people decide on a purchase. And this is what it delivers.

As for TWS Tech, this is the standard in the consumer's mind today. People know this tech is one generation ahead and have seen its benefits and advantages. Blaupunkt was one of the pioneers of this tech and has launched a wide range of products, earbuds, speakers, etc, that incorporate it.

Q. What new products can we expect from Blaupunkt Audio for this year? 
A. In terms of new launches, Blaupunkt has a string of exciting products lined up. The next few months are going to be very exciting as you will see a whole new lineup of earbuds including one with a very high-end version of ANC. There is also a 5.1 Dolby Soundbar that will create a new category in this segment. And there are more, party speakers, Bluetooth speakers, neckbands, etc are already on the launch pad. Each of these products has something special and innovative to offer. And Consumers will see how German excellence in engineering makes a difference. The countdown has begun so watch this space. 

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Dhriti Datta

Perpetually sporting a death stare, this one can be seen tinkering around with her smartphone which she holds more dear than life itself and stuffing her face with copious amounts of bacon. View Full Profile