In the current technology driven times, digitalization and the Internet of Things (IoT) have significantly taken over and contributed to the dramatic growth of the consumer electronics industry, which today includes devices used for entertainment, communications, and recreation like TVs, smartphones, wearables, and more. No doubt, India is one of the largest consumer electronics markets in the Asia Pacific Region. Furthermore, while several technological innovations like AI, ML IoT, 5G/6G, and more are set to change the consumer electronics industry in major ways, Kodak TV India stands as a leader in the consumer electronics markets leveraging its extensive range of products.Kodak TV India is recognized as one of the most prominent and rapidly expanding smart TV brands in the country. Super Plastronics Private Limited (SPPL) is a renowned television brand licensee of major global brands and Kodak is one of those. In 2016, SPPL introduced televisions under the brand name Kodak, resulting from the exclusive brand licensing agreement between Super Plastronics Pvt Ltd. (SPPL), and Eastman Kodak Company in the USA, and has been a significant success, leading to continuous growth. With a legacy spanning over 125 years, Eastman Kodak Company is a globally recognized brand. The phrase ‘Kodak moment’ captures the essence of life's unforgettable experiences, highlighting the brand's connection to cherished memories.
Avneet Singh Marwah, CEO, Super Plastronics Private Limited, a Kodak Brand Licensee says, “We have identified Kodak as a suitable brand for the Indian market amid the shift to smart televisions. While we initially explored partnerships with other Indian brands, we concluded that the Indian market required a reputable American technology brand for this relaunch. Kodak's heritage as a digital picture brand positioned it effectively to facilitate the conversion of still images to video content”.
The Differential Aspects & Expansive Approach
Kodak TV is distinguished by three primary unique selling propositions (USPs) that significantly enhance its brand identity. First, Kodak is a leading entity in the printing and coloring industry, which enhances the understanding of packaging guidelines and product presentation. Secondly, it values quality delivery. With a highly skilled workforce and dedicated R&D teams located in Rochester, New York, the brand is committed to delivering exceptional service to its customers. The organization utilizes its extensive expertise and carefully considers critical feedback regarding sound and picture quality. This process ensures meticulous attention to detail before the launch of any product. Lastly, most important is Kodak's unparalleled legacy. The company has achieved numerous milestones in television
and films, with many productions utilizing Kodak technology. It also leads the market in printing ink, controlling over 40 percent of the color printing sector. Additionally, Kodak played a historic role in space exploration, being the technology behind Neil Armstrong's first moon landing photograph. Overall, Kodak remains a vital part of modern life and has demonstrated strong performance in India over the past decade.
Notably, Kodak TV’s marketing strategy has also successfully conveyed the integral role of video in smart TVs, resulting in positive consumer reception. From the outset, Kodak TV captured a substantial portion of the market share, with smart TVs constituting 70 percent of total television sales, contrasting with 30 percent for traditional models. This achievement marked the beginning of the Kodak ecosystem in India. It first introduced its product offerings online through major e-Commerce platforms, including Amazon and Flipkart. Following considerable success in the online space, it expanded its presence to offline retail channels. Currently, it provides services to over 20,000 pin codes nationwide, with sales reaching approximately 16,000 pin codes offline and around 19,000 online. This extensive reach has established Kodak TV as one of the most service-oriented brands in the country.
It has been anticipated that many significant innovations will emerge by 2025, promising to transform the consumer experience in television viewing. Future developments are expected to extend the functionality of televisions beyond mere screens for content consumption, leading to a comprehensive enhancement of user engagement. Despite advances in technology, challenges persist within the entertainment market. Many people in the country remain unaware of how to leverage technology for a better entertainment experience beyond just using their mobile devices. There is a significant lack of access to communication and entertainment technologies, that could enhance their lives through tools like AI voice assistants, OTT platforms, Google Assistant, Dolby Vision (richer visuals), Dolby Atmos (immersive sound), language options, and Bluetooth device connectivity. Furthermore, consumers are largely unaware of how user-friendly modern televisions have become. Additionally, the taxation policy on TVs needs to be reevaluated by the government, as the current rates are prohibitively high, making them unaffordable for many in the Indian economy.
Growth Journey & Plans Ahead
Moreover, the company’s manufacturing operations are fully integrated, and it has been engaged in television production for the past three decades. Over the last five years, it has made significant investments exceeding 300 crores in the development of smart televisions. Notably, it was the first company in India to secure a Google license and the seventh globally. The fiscal year 2018-2019 was particularly fruitful, as the first wave of market demand resulted in unprecedented growth. Presently, it offers a diverse range of television models, varying from 24 inches to 75 inches, with plans to release an additional ten new models. Its commitment to innovation within this domain remains strong. In recent times, particularly over the last year, the frequency of disruptions in its operations has diminished, primarily due to advancements in technology.
India is a vast country, and Kodak, as one of the oldest brand licensees in the nation, is looking ahead to diversify its expansion across all three segments, including online, offline, and large-format retail (LFR). The goal is to reach 19,000 pin codes. While Kodak is already established in major cities, it aims to significantly expand its presence in rural areas as well. In addition to this expansion, product innovation is a key focus. The brand strives to stay ahead of its competitors in technology. As it progresses rapidly, it also plans to invest in manufacturing and R&D to ensure its competitiveness both domestically and globally. Hence, as the brand aims to become one of the largest manufacturers of smart TVs in India but affordable, it is all set to open a new plant in Harpur in the next quarter, which will be its third manufacturing facility in the last five years.
Notably, Kodak TV’s marketing strategy has also successfully conveyed the integral role of video in smart TVs, resulting in positive consumer reception. From the outset, Kodak TV captured a substantial portion of the market share, with smart TVs constituting 70 percent of total television sales, contrasting with 30 percent for traditional models. This achievement marked the beginning of the Kodak ecosystem in India. It first introduced its product offerings online through major e-Commerce platforms, including Amazon and Flipkart. Following considerable success in the online space, it expanded its presence to offline retail channels. Currently, it provides services to over 20,000 pin codes nationwide, with sales reaching approximately 16,000 pin codes offline and around 19,000 online. This extensive reach has established Kodak TV as one of the most service-oriented brands in the country.
It has been anticipated that many significant innovations will emerge by 2025, promising to transform the consumer experience in television viewing. Future developments are expected to extend the functionality of televisions beyond mere screens for content consumption, leading to a comprehensive enhancement of user engagement. Despite advances in technology, challenges persist within the entertainment market. Many people in the country remain unaware of how to leverage technology for a better entertainment experience beyond just using their mobile devices. There is a significant lack of access to communication and entertainment technologies, that could enhance their lives through tools like AI voice assistants, OTT platforms, Google Assistant, Dolby Vision (richer visuals), Dolby Atmos (immersive sound), language options, and Bluetooth device connectivity. Furthermore, consumers are largely unaware of how user-friendly modern televisions have become. Additionally, the taxation policy on TVs needs to be reevaluated by the government, as the current rates are prohibitively high, making them unaffordable for many in the Indian economy.
Growth Journey & Plans Ahead
Moreover, the company’s manufacturing operations are fully integrated, and it has been engaged in television production for the past three decades. Over the last five years, it has made significant investments exceeding 300 crores in the development of smart televisions. Notably, it was the first company in India to secure a Google license and the seventh globally. The fiscal year 2018-2019 was particularly fruitful, as the first wave of market demand resulted in unprecedented growth. Presently, it offers a diverse range of television models, varying from 24 inches to 75 inches, with plans to release an additional ten new models. Its commitment to innovation within this domain remains strong. In recent times, particularly over the last year, the frequency of disruptions in its operations has diminished, primarily due to advancements in technology.
India is a vast country, and Kodak, as one of the oldest brand licensees in the nation, is looking ahead to diversify its expansion across all three segments, including online, offline, and large-format retail (LFR). The goal is to reach 19,000 pin codes. While Kodak is already established in major cities, it aims to significantly expand its presence in rural areas as well. In addition to this expansion, product innovation is a key focus. The brand strives to stay ahead of its competitors in technology. As it progresses rapidly, it also plans to invest in manufacturing and R&D to ensure its competitiveness both domestically and globally. Hence, as the brand aims to become one of the largest manufacturers of smart TVs in India but affordable, it is all set to open a new plant in Harpur in the next quarter, which will be its third manufacturing facility in the last five years.
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