Independence Day Particular: How Videocon modified the nation’s viewing expertise with color TVs


In 1982, when color tv entered India, the Dhoot household was busy dealing with distribution for Bajaj Auto. A not-so-well-kept secret was that the Aurangabad based mostly household enterprise knew the commerce effectively and provided offers that nobody might refuse.

In 1985, Nandlal Madhavlal Dhoot determined to channelise this into the color TV enterprise. On nineteenth January’85, he based and included Videocon Worldwide which geared toward manufacturing 100,000 TV units a 12 months. “Videocon turned the primary firm to carry color TVs in India,” claims Anirudh Dhoot, the founder’s grandson and Videocon’s present director.

“Videocon TVs modified our viewing expertise and it occurred concurrently with our world opening as much as a wide range of content material,” says Anand Halve, co-founder of Chlorophyll model consultancy.

Advertising and marketing college students may bear in mind Videocon for its Bazooka and Bazoomba fashions and technique of taking part in on louder sound, however Halve feels all TVs out there again within the 90s have been calibrated to attain that. “To not point out our tendency to maintain the quantity such that the neighbour bought to listen to the telecast as effectively. The gamechanging transfer was to drop the value of color TV units and produce it beneath the Rs 10,000 bar,” he says.

Videocon TVs have been low cost, closely marketed and effectively distributed. They’d all of the traits of a decent value warrior within the 80s that noticed quite a few gamers like Dyanora, Weston and Onida, in fact.

The arrival of world gamers weakened their sport considerably however Videocon by no means gave up on TV regardless of a powerful presence in washing machines and some different digital items. “Our indigenous and resourceful methods helped us face up to competitors,” Dhoot says. Their present share within the f lat panel show (FPD) phase is about 16%, and Dhoot plans to make vital R&D investments to launch new merchandise within the TV market which might be customised for Indian viewing habits.



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