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Then, early last year, Marwah, a second-generation entrepreneur, decided to scale up his family business of contract manufacturing. Super Plastronics had in-house TV brands such as Beltek and SVL, but the business was stagnating — the company that crossed Rs crore in could add just Rs 10 crore to revenues in five years. For the next five years, says Marwah, the dominance of Indian players was replaced by Korean and Japanese giants such as Samsung, LG and Sony which stormed the market with high-quality products.
While many Indian players shuttered or exited the TV business, there was a marked shift in the perception of consumers too: Marwah spotted an opportunity in a crisis.
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So the idea was to get a global brand to India. Marwah had to think out of the box. The brand was out of bankruptcy, the recall value was insanely high and a nostalgia business made immense sense. The gritty entrepreneur says he convinced the global Kodak team to license out the TV rights for the brand in India to his company, which was already in the business of making TVs. Kodak, say marketing experts, is a big brand with brand residue that is deep and entrenched.
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The television is not too far from the category of film, camera and processing. To that extent, reviving the Kodak brand and literally digging it up from the graveyard of brands is a brilliant idea, says brand strategist Harish Bijoor.
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It is also trying to replace the glass substrate with silicon substrate. With the new technique, an entrepreneur can set up manufacturing with investments of less than Rs core.
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Even if the IIT-M project is approved soon, it will take a few years before a process is developed that can be transferred to industry. Meanwhile, around the world, OLED technology is advancing rapidly. Screens are becoming thin and large. They are becoming flexible too. Samsung sells a mobile phone with an OLED screen bent at the edges. OLEDs are soft materials. The displays do not need a glass substrate, which removed the restriction of rigidness. It is not science fiction to imagine that flexibility will be pushed to its limits.
OLED lighting could be wrapped around a pillar. Displays can already be folded like a newspaper without loss of image quality. OLED displays have their competitors too. One of them is quantum dots, inorganic materials that are excellent emitters of light.