HARMAN Leverages Advanced 3D Anamorphic Techniques To Stand Out, Cut Through Clutter, And Boost Brand Recall says,Vikram Kher

Vikram Kher, Vice President of Lifestyle at HARMAN India, brings over two decades of expertise in e-commerce, retail sales, distribution, channel management, trade marketing, and brand management.

With a professional background that includes roles at prominent corporations like Amazon, Philips, Castrol, and Hindustan Petroleum, Kher shares insights on Strategies for Innovating Lifestyle Audio in India and more in an exclusive conversation with loudest.in.

Here are edited excerpts:

Q1.In the rapidly evolving world of technology and lifestyle products, how do you foresee the future trends shaping the audio and connected devices market, particularly in India?

There is a noticeable trend among consumers as they increasingly move away from basic audio products towards those of higher quality with immersive audio experience.

With the emerging trend of individual content consumption (thanks to OTT shows), and hybrid work environment, there is a clear trend of Indian consumers investing on high end Headphones like JBL Noise Cancelling Headphones (JBL Tour One M2/ 770 NC). With televisions becoming thinner and, in the process, compromising on sound quality we are also seeing a clear trend of consumers opting for High End Soundbars to get a theatre like experience in the segment of home audio.

With the introduction of JBL soundbars with detachable speakers, exemplified by the JBL Bar 800/1000/1300 series, marking a first in the industry. These JBL soundbars not only provide an immersive audio experience but also offer added convenience to consumers. The evolution of connected speakers, particularly highlighted by the JBL Authentics series/JBL Charge wify & Boombox wify speakers, underscores a commitment to placing audio quality at the forefront. As lifestyles and standards of living continue to rise, customers place an even greater emphasis on design. Additionally, the importance of portability and connectivity is set to grow, with anticipated innovations in these areas to meet consumer demands.

Q2.As the Vice President of Lifestyle at HARMAN India, what strategies have you employed to keep the brand at the forefront of innovation, ensuring a balance between cutting-edge technology and meeting the diverse lifestyle preferences of Indian consumers?

Innovation is at the forefront across product development, marketing initiatives, and the overall customer experience. In terms of products, HARMAN is introducing groundbreaking designs, including the premium JBL Tour One M2 Noise Cancelling Headphones and the innovative JBL Soundbar series comprising JBL Bar 800/1000/1300.

The JBL Authentics series represents a pinnacle in audio experiences. On the marketing front, HARMAN is employing cutting-edge 3D Anamorphic techniques to break the clutter and improve brand recall. In the realm of customer experience, the company is setting new standards with a 24-hour industry-first commitment in select cities, a generous two-year warranty on flagship products, and Value-Added Services (VAS) accessible through the JBL.in brand website and stores. This holistic approach is not only about innovation but also emphasizes affordability, ensuring that HARMAN products are accessible to a wide range of consumers even in Tier 2/3 towns.

Q3.HARMAN is known for its commitment to sustainability. How does the company integrate sustainable practices in the development and production of lifestyle products, and how do you think this focus on sustainability aligns with the evolving demands of today's consumers?

Our product line encompasses repurposed plastic, reused paper packaging, and minimal plastic usage. Whether on the go or at home, the imperative goals of reducing energy costs, safeguarding the environment, and preserving natural resources are paramount. Simultaneously, consumers seek the utmost experience from their purchases, and HARMAN excels on all fronts. We innovate in product development and packaging to diminish power consumption, weight, and heat generation without compromising performance. Our vision is straightforward: to be a premier employer providing innovative products and experiences. Prioritizing diversity, equity, and inclusion fosters a more collaborative cultural environment. Through our global initiative, HARMAN Inspired, we support partners dedicated to music education and STEAM fields.

Q4.The consumer experience is crucial in the lifestyle and audio industry. How does HARMAN India prioritize user experience, and what steps have you taken to enhance customer engagement and satisfaction?

JBL extended its top-tier global portfolio to Indian consumers, featuring high-end Noise Cancellation Headphones such as Tour One M2 and Live Pro 2, along with premium Surround Sound Dolby Stereo Soundbars like Bar 800, Bar 1000, and 1300.

Setting a new standard for customer trust, JBL provides a remarkable 2-year warranty on flagship products to ensure an exceptional customer experience. The company demonstrates an industry-first commitment with 24-hour service in select cities, prioritizing customer satisfaction and engagement. JBL's brand stores in Mumbai, Bengaluru, and Delhi offer a unique customer experience during new product launches, contributing to consistently high Net Promoter Scores (NPS) from all customers.

Q5.With the rise of smart homes and interconnected devices, how is HARMAN positioning itself to meet the demands of a more integrated lifestyle? Can you share any upcoming products or innovations that reflect this vision for the future?

JBL introduced the Bar 1300, a groundbreaking innovation featuring detachable speakers that can function independently or as surround speakers. The new line of Authentics speakers includes connected WiFi and multiroom speakers, set to launch in India in January 2024.

The portable JBL Authentics 300 will serve as a stylish home decor piece, offering immersive 360-degree audio through Wi-Fi and Bluetooth connectivity, allowing you to carry your music throughout your home.