Highlights

• Westinghouse leverages economies of scale to handle rising raw material costs.
• Anticipated sales boost during major sports events with a focus on larger TVs.
• Strategic marketing to enhance consumer engagement and brand presence.
• Pallavi Singh Marwah discusses overcoming challenges as a woman in the white goods sector.

In an insightful conversation with Pallavi Singh Marwah, Senior Vice President of SPPL Pvt. Ltd., the exclusive brand licensee for Westinghouse TVs in India, we explore the approaches and unique challenges faced by the brand in a competitive market. 

With a focus on maintaining the legacy of Westinghouse’s 100-year American history, the brand seeks to navigate the rising costs of raw materials without compromising on affordability for consumers.

 As major sports events like the IPL and the Olympics loom on the horizon, expectations for increased TV sales are high, particularly for larger screens.

Pallavi also sheds light on the evolving consumer behaviors in 2024, the dynamics of operating as a woman in a male-dominated sector, and the ambitious plans for Westinghouse’s expansion in India over the next five years.

• What sets Westinghouse TVs apart from other brands in the market?
  In light of increasing raw material costs, how does Westinghouse plan to maintain its competitiveness in the affordable TV segment?

Westinghouse is powered by 100 years of American-rooted legacy.

It is a globally renowned brand with not just Televisions but also various categories of Home, and kitchen appliances along with outdoor and indoor components under its belt which is known and has brought power to the United States.

Talking about the increase in raw material costs, this is obviously a strain to not just us but many manufacturing set-ups in the market but in order to be price competitive with other brands, we don’t believe in increasing our prices to absorb 100% of the increment in costs.

This is the reason we believe in playing on economies of scale, which means we will only have a marginal increase in the sale price that will help cover the increment to an extent and also the consumer remains unaffected.

The consumer will always be our priority and we believe in delivering quality unhindered.

• As expected with the approaching major sports events such as IPL, the Olympics, and the Euro Cup, the sales of TVs will increase. Kindly share your insights on this?

Yes, with the upcoming major sports events, especially during the Indian Premier League happening this month.

We expect a surge in sales, specifically in our larger screen sizes as customers would like to have a great viewing experience.

Also one of the reasons we expect sales in larger TVs is that consumers would like to upgrade their current TVs to a bigger size of TV.

• What are your observations on consumer behaviour trends related to Westinghouse TVs for the year 2024?

In 2024, we’ve noticed scattered demand for Westinghouse TVs across India.

Consumers are increasingly informed about their purchasing decisions, considering factors like features and pricing.

To capitalize on this, we’re focusing on boosting brand awareness through strategic marketing initiatives, emphasizing our unique value proposition.

By engaging with consumers effectively, both online and offline, we aim to expand our market presence and solidify our position in the Indian market.

• The White Goods market is seen to be a male-dominated sector, As a woman entrepreneur in this sector, do you encounter any particular challenges?

As a woman entrepreneur in the white goods sector, I’ve encountered unique challenges due to its male-dominated nature.

The industry has a long history, and while there are few women entrepreneurs, those who do enter are often relatively new players.

Making my voice heard and establishing a presence in this space has indeed been challenging.

It requires dedication and persistence to carve out a space in the business landscape traditionally dominated by men.

However, with determination and a focus on delivering quality products and services, I believe we can overcome these obstacles and thrive in the industry.

• Looking ahead, where do you envision the Westinghouse brand positioned in the next 5 years?

Our strategy for growth involves gradually expanding our network by collaborating with local dealers and distributors.

Through a blend of offline and online brand marketing efforts, we aim to enhance brand awareness across India.

Our vision is to establish our brand as a household name in the country, with aspirations to diversify into additional product categories in the near future.

This approach will enable us to strengthen our market presence and cater to the evolving needs of Indian consumers effectively.

FAQs

How is Westinghouse managing the impact of rising raw material costs on its TV pricing?

Westinghouse TVs have strategically decided not to pass the full burden of rising raw material costs onto the consumer.

Instead, by leveraging economies of scale, the brand manages to keep price increases minimal, ensuring that their TVs remain affordable without compromising on quality.

What impact do major sporting events have on Westinghouse TV sales?

Major sporting events significantly boost the demand for larger TV screens as consumers look to enhance their viewing experience.

Events like the IPL are particularly influential, driving consumers to upgrade to larger, more immersive display technologies.

What consumer behavior trends is Westinghouse observing in 2024?

In 2024, Westinghouse is focusing on increasing brand awareness and engagement through targeted marketing initiatives.

The brand has noticed a more informed consumer base, who value both product features and pricing, prompting a strategic response in advertising and customer interaction.

What challenges do you face as a woman in the white goods sector, and how do you address them?

Operating in a male-dominated industry, challenges include establishing credibility and making one’s voice heard.

Pallavi Singh Marwah emphasizes persistence and dedication to quality as her strategies for overcoming these barriers and making a mark in the sector.

Where does Westinghouse see itself in the Indian market in the next five years?

Westinghouse aims to become a household name in India, expanding its market presence through both digital and traditional marketing, along with strengthening local dealer and distributor networks.

The brand also plans to diversify its product offerings to meet the evolving needs of Indian consumers.