Westinghouse aims to gain a market share of 3-5% by the end of FY 2022: Pallavi Singh, Vice President, SPPL


Super Plastronics Pvt. Ltd (SPPL), an Indian TV manufacturing company established in 1990 has recently entered into a brand licensing agreement with American consumer electronics giant, Westinghouse, which has a huge legacy of over 130 years.

As per the licensing contract, SPPL is handling Westinghouse’s manufacturing, branding, designing, packaging, and retailing supply chain in India.

In an interaction with Device Next, Ms Pallavi Singh, Vice President, Super Plastronics Pvt Ltd (SPPL), India brand licensee of Westinghouse TV talks about their D2C strategy and how they are catering to the needs of Consumers in the smart TV segment.



1. A brief about Westinghouse and the reason behind launching in India.

Westinghouse is an extraordinary consumer electronic brand originating from North America and founded in 1886 with a legacy of 130+ years. One of the main reasons to come up with the Westinghouse in India was that there was no strategically placed Android TV brand with Amazon. Therefore, we launched Westinghouse at the most affordable prices, which is a counter to opening price points of all brands on Amazon. With the kind of ecosystem that Amazon has and the investments we have planned in the near future, we decided to exclusively tie-up with Amazon.

2. What are the different verticals that the company has and how has it been performing?

SPPL is mainly a television manufacturing entity, however, we do also indulge in washing machines and coolers for other brands. These verticals have been successful and have provided food for thought that Westinghouse as a brand may also be introduced in these verticals in the future.

3. The company claimed that “the brand will operate into the affordable segment of the LED TV and aims to gain a market share of 3-5% by the end of next year” Please share how you plan to do the same.

At Present for Westinghouse, we launched a 24-inch Non-Smart LED TV and 4 Smart Android TV models – 32-inch HD Ready, 40-inch FHD, 43-inch FHD, 55-inch UHD smart TV that are highly affordable and come packed with high performing features. As stated earlier, the same will help us penetrate into the existing Android Tv market and target consumers that are looking for low cost but high performing televisions. Westinghouse, having a legacy of 130 years, is a complete and innovative product, developed in India. With knowledge gathered from the past 30 years with respect to consumer behaviour and market response, we are putting the same to use to build the brand in India.

Upgradation in technology is something that doesn’t stop. With this note, we plan to launch premium models in the near future to be able to cater to a wider consumer base and increase our market share. We are hoping that our dependency on other countries will come down soon.

4. How D2C strategy is helping Westinghouse to reach customers?

For Westinghouse, we have exclusively tied up with Amazon, one of the largest e-commerce players in the market. Although launched in this festive season, we have seen decent traction and are hopeful that this will pick up further during the end-of-year sales. We see a lot of traffic originating from cities in the south followed by those in the west for the brand. We have seen that there are multiple growths in tier 2-3 cities. Customers are shifting to bigger sizes or upgrading to better technology.

We are also planning to launch Westinghouse in the retail shops as well. We have our own branches in over 20 states as well as warehouses in each state, which helps us in providing material to our sellers with a minimum turnaround time. We have tie-ups with the best logistics partners in the country and our transport time from manufacturing hubs to warehouses is at a minimum. This helps us cater to a wide range of pin codes. We have over 600 service centers of which some of our company owns, and the rest is owned by our service partners, hence services are provided on the customers’ doorstep. Moreover, we have one of the best installation time periods (24 hours for metro cities and 48 hours for Tier 2&3 cities).

5. Is Westinghouse planning Investments in India? Do you plan to introduce any new models in the TV segment?

We, as a licensee of Westinghouse, do plan to introduce premium models under the brand in the near future.

6. Explain Westinghouse’s target audience and how are you catering to their needs in the smart TV segment?

The target audience for the brand are those living in Tier 2 & 3 cities and those looking for affordable televisions with up-to-date technology. We have tried to make our TV’s affordable to the extent that they can be bought by all. Coupled with bank offers and Emi schemes offered on, make for attractive deals and does not pinch one’s pocket.

7. How was the year 2021 for the brand in terms of launch and sale?

The year 2021 has been a successful one, even if a short one for us. We launched amidst the festive season and have only seen an upward traction for the brand since then. We expect the next year to be even more successful in terms of incremental unit sales.

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