“Our products are niche and our business works on referrals by the System Integrators and consultants, which is yet another challenge.”-Mr. Nikhil Morey, Founder Tono Systems

Nisha Harshwal:- How has the AV industry evolved in few years?

Mr. Nikhil Morey :-With innovation in terms of creating audio and music to provide a memorable experience as well as consumed by end-users, AV industry is evolving. The AV market has gradually shifted to quality conscious customers. The global brands are now even more accessible than ever before. Displays have got bigger and bigger, shrinking the projector market.

Increase in urbanisation has led to the intense adoption of AV by several industry segments such as hospitality, large format retail chains, education, infrastructure and real estate, to name a few. While still in its nascent stage in India, the AV technology offers exciting opportunities for the manufacturers and the channel partners.

We will see more consolidation in the industry with likes of Harman bought over by Samsung. The display market is huge but the audio products are comparatively more profitable.

Nisha Harshwal:- What are the challenges Indian market is offering with respect to your specialty industry?

Mr. Nikhil Morey :-The biggest challenge is the lack of quality conscious customers as compared to the western countries. Though the market is shifting, Indian market is yet to witness this change and it may take approximately 20 years at the position where the west is today in terms of demand of AV products.

Our products are niche and our business works on referrals by the System Integrators and consultants, which is yet another challenge, as we grow organically.

Nisha Harshwal:- What is the surge strategies of the channel?

Mr. Nikhil Morey :-We have identified strategies tailor-made exclusively for our channel network which will be targeted, exclusive as well as for global acquisition.

Through our targeted channel partnership strategy we will focus on building strategic partnerships with channel partners who will help us explore the AV market. We have planned a franchise model wherein our channel partners will be aligned with our business values, customer service philosophy and product messaging. Our business is represented in the same way like our in-house sales reps do, thus maintaining our growth trajectory. It also includes a robust certification program which will prove successful in the long-run.

Exclusive channel partnership strategy includes channel partners who have expert knowledge in AV and will be provided with exclusive access to our product range, while our global channel partnership strategy is designed to have the right partners on board and expand the presence of Tono Systems worldwide. 

Nisha Harshwal:- What kind of distribution network you are planning?

Mr. Nikhil Morey :-To unlock doors for Tono Systems in new geographies, we are looking forward to have association with regional distributors pan India that would be categorised as East, West, North, and South. The distributors will be our main partners in communicating the brand’s message and products. There will be dealers working along with the network of distributors in order to enhance our market penetration.

Nisha Harshwal:- Are you planning any new line of products for Indian market?

Mr. Nikhil Morey :-Yes absolutely. We are excited about the launch of Cable Cubby/Pop up Boxes and AV Cables which is scheduled in the next quarter. We look forward to strategically launch wide range of amazing high quality products soon that will also be exported.

Nisha Harshwal:- What are some of the points where Tono Systems products score over the competing forces in India

Mr. Nikhil Morey :-Products manufactured by Tono Systems are known for the high-end quality, excellent design, extensive features that lack in the local brands.

Imported American and European Brands are super expensive for Indian market. The need of the hour is quality products at affordable prices. Over the years, we have developed our product range, which is extensive of all brands, even in comparison to the global brands.

Nisha Harshwal:- How do you differentiate yourself from your competitors?

Mr. Nikhil Morey :-We are the only manufacturer in the segment to provide on-site support for critical application products such as projector lifts, video walls, etc. Many brands do not consider offering the after sales service and hence System Integrators face the challenges.

Nisha Harshwal:- With lots of competition with established brands, how do you seek to break the clutter?

Mr. Nikhil Morey :-Global brands are the established ones; however price is the major constraint for the end customers. The market is huge for value priced segment. On the other hand, the Chinese companies are only interested in selling boxes, whereas the quality is unmonitored and expensive displays and projectors are at the hands of such low-quality mounts. There have been accidents where the mounts have fallen down from the ceiling and wall.

The safety standards followed by local manufactures are none, whereas we at Tono Systems strictly follow TUV certification for our products. TUV is the European Standard for safety.