BenQ, one of Taiwan’s biggest electronics firms, sees immense scope for its monitors, projectors, and education-focused flat panels in India. The company believes that rapid advancements in computing power and AI algorithms will enable innovative features that dramatically enhance the user experience across its portfolio, from home entertainment to commercial applications. In this interview, Jeffrey Liang, president of BenQ Asia Pacific region, speaks to Sudhir Chowdhary about his key priorities and the growth opportunities the Indian market offers. Excerpts:
How do you see the Indian consumer electronics space evolving?
The Indian consumer electronics space is growing rapidly, with the market shifting from entry-level to mid and high-end products due to increasing penetration and discerning second-or third-time buyers. Indian consumers now prioritise value-conscious purchases. For instance, monitors with height adjustment and eye care features are popular for children, addressing increased screen time and non-ergonomic home setups. Similarly, gamers and content creators demand specialised monitors optimised for entertainment, gaming, or creative applications like graphic design.
AI-driven technologies are also gaining traction. Consumers increasingly seek AI features in devices, such as BenQ’s upcoming home projectors with AI Cinema, which use advanced algorithms and a camera to optimise content dynamically based on room lighting conditions.
How has BenQ grown its India market share in 2024?
India has been a highly significant market for BenQ, offering a golden opportunity for growth driven by a booming new middle class and increasingly discerning second-time buyers. We combine consistent worldwide messaging with localised marketing and regional operations. This approach allows BenQ to adapt its products through in-house R&D and manufacturing capabilities, ensuring they resonate with Indian consumers. We have consistently grown our market share across key categories such as monitors, projectors, and education-focused flat panels.
This approach has yielded significant results, with BenQ becoming the No. 1 DLP projector brand in India (30% share), a strong No. 2 in the overall projector market (21% share in 2024), holding an 11% share in interactive flat panels, and ranking 4th in monitor sales on Amazon, excelling in 4K and 2K resolution categories.
Where does India figure in BenQ’s global scheme of things?
In 2024, India ranks as the fifth-largest economy globally, contributing around 3.6% to the world’s nominal GDP, with expectations to surpass Japan and Germany in the next few years. India plays a strategically crucial role in BenQ’s global operations. For us, India is not just a key market but also a source of innovation, with products specially designed to cater to India’s unique consumer needs. This localised approach allows BenQ to expand into other emerging markets, benefiting from economies of scale.
How does BenQ approach product innovation and development?
We place a strong emphasis on user research to deeply understand the needs and pain points of Indian consumers. This involves extensive study of how people use existing products as well as those of competitors to identify unmet needs. Based on these insights, the BenQ team evaluates the feasibility and viability of potential solutions, ensuring that any new innovations are not just desirable, but also technically and financially viable.
One example the company is particularly proud of is the AI Cinema feature in BenQ’s new home projectors. This uses a built-in camera to continuously monitor the environment and automatically optimise the image quality based on factors like room lighting. This goes beyond standard HDR adjustments to provide an enhanced viewing experience tailored to each customer’s setup. BenQ sees this type of smart, user-centric innovation as key to creating value and differentiation in the marketplace.
Going ahead, how do you envisage the brand’s growth in the country?
BenQ sees several favourable facets enabling its business growth in India. Firstly, the country’s young, tech-savvy population presents a huge opportunity, especially in education where digital transformation is a key priority. The company is investing heavily in expanding its presence in the education sector. Additionally, the company is focusing on enhancing its enterprise channel for monitors. By partnering with specialised distributors, the team aims to better cater to the varied productivity and workflow requirements across different job functions and industries. Looking ahead, BenQ’s strategic roadmap for 2025 includes doubling down on AI-enabled products.
