Axis India Expansion Examined
Axis is expanding its India presence but faces challenges as a premium brand operating in a large and cost-conscious market.
To examine Axis' plans for India in more detail, IPVM interviewed Sudhindra Holla, the Director of Axis India since 2018.
Executive *******
**** *** ****** *** ***** ***** experience ****** *** ********* ***** * high-growth ******, **** ***** ** **** more **********. **** ******* ** ***** enterprise *** ***** ** ***** ****** than ****, **** ** ****** **** firms, ******, *** **** *******.
***** ** * ********* *** **** in *****, *********** ** *** **** to *** **** **% ****** ******. Despite ****, **** *** ** ******* plans ** ***********/******** ** ***** **** Hikvision *** **** ** **** ****** like *****.
**** **** ** "**** *** ***" geopolitics ** * ******* ***** ** the *******, ***** *** ** ****-***** restrictions, ******* ******** ****** ***** ******** of *** *********. *******, **** **** it ******** **** *****-**** ***** ** emphasizing ****-**** ******* *** ***** ******* like ****** **** & ***** *******.
IPVM ********* / ***** ********** ******
** ********* ****,**** ************ ***** ********** ****** ** ***** in *********, ******* *** ***************** "******* ** ********* *** ******* ****** for ****":
Premium ***** ** ***-**** ***********
**** ********* ****** ** * "******* brand" ** *****, ***** **** ****. This *** ****** ********* ** * cost-conscious ******, *** **** **** ** counters **** ** *********** ****-**** ******* and *** *******/*******:
** *** * ******* *****. [** deal **** **** ********] ** ********* how ********* ******* ** **** **** *** **** at *** ***** ********, *** **** the *******: ***** *****, *******. ** also [*******] ****' *-**** ********.
** **** ********* *** ******* ** the ******* *** ****** **** ***** and ******* ******* ** ***** **** customers *** ***’* *** *******. ****** sure **** ********** *** ******* *** company *** **** *** ********, '**, these **** *** **** * ***'* mind ****** * ****** ********** *******'.
Market ***** ** ***** *** *********
**** ******** ** ******* ** *** market ***** ** *****. **** ********* they *** *** ******* **** ********* and *****, ***** ****** ******** ************** *** **************** ***** **% ** *** ****** market (**% *** *********, **-**% *** Dahua).
"Very ****" ****** ******, ** ******* *****
* ***** ****** *** ****' ****** price ** ***** ******** ********** ********* **** *******, ***** **** ************ in **** *********, **************************, *** *** *****. **** **** 23% ** ***** ******* ******, *** the **** ** *** ********* *********** building * ******* ** *****, ***** said:
****** *** **** ****: *****'* * 23% ******* **** ** *** ********.** *** *** [******** ** ***** factory] ** ** *****, ******** ** actually ** **** **** ***** **** of ****** *** ** **** *** time ** *** ***** ** **** in. ** **** **** ** **** though, ** **** ** * *********** very ****-**** ****.
** ********, ********* *** ***** **** their *** ******** ********** ** ***** via ***** ***************** ************** ****, ********** **** ******. **** ** tech********* **** ***** *** ************** ************* ** *****. ***** **** already **** ******** ************* ** **** countries, ** ***** ** ** ****** and ******** ******** *** **** ** do ** ********** ** *****.
'Just **** *** ***** ******' *********
** ******* ***** ** ****** ********** tenders ***** ******* ** *** ****** bidder, ***** ****:
*** ******************* ******* ********* **** ** **** the '***** ***' *******: **** **** the ***** ******, *** ******** ******. Not *** ******* *** **** ****, but **** ******* ***** ** **** way. ** ** ****, *****'* *** a **** ****** [** **** ********* being ******].
****** ********** ******* **** ** ******* choosing ******-**** ****, ******** **** ******* changing ** ***** ** ********* ****.
Higher ****** *******, ********* ********** *******
***** ******** ** **** ********* ***** Axis' ***** *******, *** **** **** India's ****** ****** ** ***** ****' global *** ** **%:
**** * ****** ***** ** ****, minimum **% [****** *******] ****** ****-**-**** is *** ****** ********** *** ****. Within **** [****-*******], ******, ** ****** for ****** **** ****, ****** **%, and **** **** ** *** **** higher **** ****.
******* **** ********** ******* "****** *********" in *** ******, **** ** ** Mumbai *** *****, ** **** **** of ********* *****, ***** ****.
**** ** ***** ********** *************** *** *******, ***** ********** *** a ***** **** ** **** *********, including ** ** *** ********, * in ****, *** * ** ****.
India *******
****, ****' ********** ********** $*.* *******. *********'* ***** ******* alone **** **** *** ***** $**** USD,*** *** ********. ***** ** ****** ****** *** Hikvision ******, ** *******, ** ** at ***** ******** ********.
End *****: ***** *********, ***********, **** *******
**** ** ******** ** "**** ***** enterprises" ** ***** **** ** **** companies, **** ***********, *** **** *******, Holla ****:
**** **** ***** ***********, ****'* ***** we've **** **** **********, **** ***** Indian ** ******* *********. **'** **** quite ******** *** ***** ****/**** **** *******-******* sector ** *****. *****'* **** **** 50 **** ****** ** ***** ***** have **** **************** **** ** ******* *********, *********, and ****** **** *********** *** ********** *** ******* ********. We're **** ****** ** ****** ** data *******.
** ***, **** *** ********* *** case ******* ***** *****: * ***-****** deal *** ***** **** ** ********** **** *** * ***-****** **** for ******* ** ******** ****. **** ** ****'**** ********** *** ********* ********* *.*.,*** **,*****,*********,*******, ***, ********** ****' ******* *********** and **/**************.
400 ***** ********
**** *****, **** **** **** ********, does *** **** ******** *** ******* channel ********, ********** ***** *** ******** in ***** *****, ***** *** **** as **** ****** ******:
** ** *** **** ******** ******** to *** *********, ** ****** **** through ******* ********. ** **** ** or ** **** *** ******-***** ******** and **** *** **** ** ********** partners. ** *****, ** **** ******* 400 ******** ** *****.
**** ***** **** **** **** **** to *** ***** ****** ** ******/****** ***** ****** ***********.
Does *** *** ******** ******** ** * ******* *****
****** ***** **** ********** *********** ********* and ***** **** ***** *** ******* (partly ******* ***** *** ** ************ ************ *** ***) *.*.,***** ***** ***** *********** ***** *** Hikvision: "*****'* ****** ******"********’* ********* ******** *****’* ************ ******.
*******, **** ***** **** ** **** not *** "***********" ** * ******* point:
** ** *** *** *** ************ [angle] ** * ****** ******* *****. We [*******] ** **** * ****** story ** **** *** *************. ** also ******* **** ******* ******** ******* like *******.** ** **** **** ********* *** *** ************* ***** sensitive ************ **** ******* ***** ******, they *** ***** ******* ** ******** these ***** ** *******.
**** ** ** ******* **** ****' overall *********, ****** *** ******* *******, which *********** ********** *** ******** *****. **** **** **** **** to ************* ******** ** *** ****** ***************** ******** ******* **** **** ****** **** ***** rights ********.
Eventual ******** ******** ************ ******
******* ****** ****** ***** ********, ***** does *** **** *** ******** ****-***** regulations **** *** ******* ** ********* locations, ********* **, *** *******,********* ******* ******* ****** ******* ** India's *** ******** *****.
*******, **********, **** **** ****** ****** especially *** *** **** ********* *********, Holla ****:
***** **** *** **** * ******** NDAA-style **********.**** **** ** ****** ******. *** need ** ** ***** ***** ** what ***’** ******* ** **** *******. It’s ** ***** ** ******** *** the ********. ** ***** ** * matter ** ******** ******** ** ****. At ***** *** *** **** ******* places * ***** ** *** ****** mandatory, ** ***** ** ************** ** tenders.
*** *** ***** *********** ** *** in ***** ** *** *** ****,***** ** **** *****"*** *** ***** *** *****" ** remove *** *******, "**********" *********.
Customer ********* "**** ********"
***** ***** ******** *********/********* ** **** India's "**** ********." **** *****'* ********* strategy ** ********* ******* ** ********* and ******** **** ******** ** ****** they *** "****** **** [****] ********* to *** ***********," ***** ****. * core **** ** **** ** ********* 5-year ********** *** *****-***** *******, "****** going **** **** *** ******* ********," and ******** ********* ** *** ********** center.
********* ** *** **** *** **** India ********* ********** ** *** ******* prices. *******, ************ * **** ****** value *********** **** ***** ** "********* a *** *********", ***** ********.
40 **** ***** *****, **-**% ** *****
**** ***** *** ***** ** *********, with **-**% ** **** ** ***** (i.e. ** ******), ***** ****. **** is *** ******* **** *** *********' India ********, *.*., ***** ********* *** 473 *********** ********, ***** *****'* ***** ******* ** Plus*** ***.
Facial *********** *** ******* *****
**** **** *** ******* ****** *********** itself, *** **** ** *** ********, e.g.,********, **.***** ****** *********** *** ****** ******* with**** ****** ********** ********, **** **** *** ******* ****, leaving **** ** ** *** ********, Holla ****.