Formovie’s entry into the Indian market marks a significant move in the realm of screenless televisions. Aytexcel Pvt Ltd, leveraging its success in this sector, saw Formovie as the perfect fit due to its superior technology and specifications, offering luxury laser projectors at competitive prices. One major challenge during the launch was the product’s Chinese operating system, requiring adjustments for Indian users accustomed to English or Hindi interfaces. Despite this, the advanced technology, particularly the ALPD (Advanced Laser Phosphor Display), has distinguished Formovie from competitors, garnering a positive market response. The collaboration between Formovie, Appotronics, and Xiaomi ensures cutting-edge innovations, providing Indian consumers with an unparalleled viewing experience.
In this exclusive interview, Mr. Sushil Motwani, Founder of Aytexcel Pvt Ltd, the official India representative for Formovie brand, shared his inspiration for Formovie’s rationale behind choosing the Indian market and the strategic considerations that influenced this decision and the role of Aytexcel Pvt Ltd in this venture.
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Can you discuss Formovie’s decision to enter the Indian market and the most challenging aspects of the launch?
I am happy to mention that Aytexcel Pvt Ltd had a seminal role to play in the market for screenless televisions in India. Following that success, we thought of expanding the category with more cutting-edge inventions. Formovie emerged as the prime choice because its technology and specifications were much better than other brands available in the country. We were able to offer those luxury laser projectors at a very affordable price compared to others.
One challenging aspect of launching Formovie products was that their operating system is in Chinese. So, when you switch on the product, the menu will be in Chinese, and we have to change it from Chinese to English. Similarly, with other projectors in India, when you switch them on, the operating system is in Hindi and you have to change it from Hindi to English.
However, we were confident about the brand as well as its advanced, futuristic technology and we are thrilled that the Indian consumers have embraced it wholeheartedly.
How does Formovie distinguish its projectors in India, and how has the market responded?
Formovie distinguishes itself from others mainly because of the technology it uses. For instance, these projectors are equipped with a technology called ALPD (Advanced Laser Phosphor Display), which is currently not available in any other projector sold in India. This industry-first and unique feature separates us from the others. The response from the market has been absolutely fantastic so far. We have already set up 46 experience centres across India showcasing our products in less than one year, and consumers have flocked to immerse themselves in the crystal clear visuals and oceanic sound quality of these feature-studded projectors.
How does ALPD technology, typically used in cinemas, enhance the home viewing experience with Formovie projectors?
Formovie is owned 40 per cent by the Xiaomi ecosystem and 60 per cent by Appotronics, the world leader in laser technology. Appotronics makes projectors for cinema halls like PVR and Inox, which are currently used in more than 30,000 to 40,000 theatres across the globe. They are bringing the same technology into home cinema by partnering with Formovie.
What ALPD does is that while you are watching content, be it cinema or games, it eliminates the speckles and gives you a crystal clear, sharp and crisp view of the image, like you are watching in a theatre.
How does the inbuilt speaker feature and the inclusion of an Amazon 4K Fire Stick Max enhance the customer experience?
The built-in speakers are developed in collaboration with Bowers & Wilkins for models such as Formovie THEATER. Similarly, we use Denon-engineered speakers for models like the X5. These speakers from global leaders enhance the sound quality and incorporate advanced sound systems like Dolby Atmos, enhancing your audio experience.
Nowadays, everybody prefers watching OTT content and streaming it just like they do on smart TVs. That is why we are offering a 4K Fire TV Stick, which will help users avoid multiple setup options and stream their favourite content directly.
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Why did Formovie choose Aytexcel Pvt Ltd. as its exclusive distributor in India?
Actually, a lot of companies have seen the kind of impact that Aytexcel has made in the Indian consumer electronics market, especially in the category of screenless televisions and smart TV projectors. This is the reason why these tech giants have chosen us to partner with them. They have perhaps also appreciated the kind of passion we have for the laser projector category and this may have encouraged them to associate with us.
Aytexcel also has a very large network of distributors and retailers in this category all over the country, along with a strong online presence. The PR team, social media team and performance marketing team are all working hand in hand to reach as many consumers as possible and bring in the latest products in tune with their changing preferences.
Can you tell us more about the Formovie Experience Lounge in Mumbai and what customers can expect from their visit?
When Aytexcel planned the launch of Formovie products in 2020, we decided the right marketing strategy was to let consumers see and experience the brand, fall in love and buy it. That is why we thought of launching a fantastic experience centre where people can come and experience all the major Formovie projectors. They can feel the product, touch it, ask questions about tech specs, and clear all their doubts before buying it. True to our belief, all those who visited our Experience Lounge fell in love with these projectors and made an instant decision to buy them.
How does Formovie leverage its Appotronics and Xiaomi partnership to innovate and lead in the projection industry?
So far, we have not been doing it, but we would like to start leveraging it because both of these big names carry a lot of weight and goodwill. Being associated with Xiaomi and its ecosystem is a result of the faith and trust they have in us. Likewise, Appotronics is also a leader in laser technology. To capitalise on this, it is important to gain the trust and confidence of people in the industry. The first question they usually ask is, “Where is the product made?” When we say China, they often react with a neutral response, “Oh, OK, China.” However, when we tell them that Formovie partners with this company, it automatically changes their mindset and thought process, making them more inclined towards the product. They start thinking that it comes from a reputable and good organisation.
How does Formovie plan to expand its product range and presence in India while educating consumers about laser projection technology?
At present, apart from the experience lounge in Mumbai, we also have third-party experience centres all across India. We are also planning to open more exclusive lounges in cities like Pune, Delhi, Bangalore, Kerala, Chennai, and Hyderabad. We will intensify our campaigns, encouraging more people from these areas to visit the lounges and realise how different we are from other projectors in terms of picture quality, sound and the ease of streaming OTT content. This will also help us expand our reach to more consumers in different parts of the country.
What kind of after-sales support and warranty services does Formovie offer to its customers in India?
For the 1080p Full HD projectors, we provide a one-year warranty, while for all the 4K projectors, there is a two-year warranty. Toll-free numbers for registering after-sales support and addressing other queries are also provided. We take after-sales service very seriously. For instance, if we receive a customer complaint within the warranty period, regardless of the location in India, we will arrange to have the unit picked up and transported to the service centre in Mumbai. After it is repaired, we will send it back. If there is a delay in servicing, we will also replace it with a refurbished unit so that the customer doesn’t have to wait or worry.
During installation, we assist with setup and troubleshooting videos, which are self-explanatory. We are always ready to help our customers and are accessible by phone at all times.
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What are you personally most excited about regarding Formovie’s future in India?
I am always excited about the laser projector category. Every time I watch something new in this segment, I get fascinated by it. And the Formovie products we are going to launch in the next couple of months, will completely change the way Indians consume or stream OTT content.
We are not competing with other projector brands but with high-end, large-size televisions. We are also evolving quickly as the top alternative to such televisions. The reason I am saying this with such confidence is that we have received appreciation from very big organisations. Their major feedback was that the projection from the Formovie products on a Fresnel screen is better than any other projectors available right now in the market. Such enthusiastic feedback also increases our confidence.
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