SPPL bets on AI-led innovation, make in India to power next phase of smart TV growth

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Super Plastronics Private Limited (SPPL), the exclusive licensee for Kodak and Blaupunkt TVs in India, is doubling down on artificial intelligence, deeper localisation, and manufacturing self-reliance as it gears up for the next phase of the country’s smart TV boom.

According to Avneet Singh Marwah, CEO of SPPL, AI is now central to how the company designs its smart TV experience. “Artificial Intelligence is not just a buzzword for us — it’s been a core part of our ecosystem from the start,” he said, pointing to early adoption of Google Assistant and AI-led MediaTek chipsets.

These chipsets optimise picture, sound, and connectivity based on content and usage patterns, while the company’s new partnership with JioTele OS takes personalisation further with adaptive recommendations, contextual learning, and faster, more intuitive navigation.

Avneet Singh Marwah, CEO, Super Plastronics Private Limited

With a portfolio that spans entry-level to premium segments, SPPL’s multi-brand approach allows it to cater to diverse audiences. Marwah said the differentiator lies in “deep localisation backed by global innovation”, with Indianised tuning for sound, content-friendly interfaces, and hardware suited to local conditions. Full-stack control — from design to after-sales — lets SPPL respond quickly to consumer trends, while upcoming 5G streaming and smart home integrations are expected to further blur the line between TVs and connected living.

The company is in line with the government’s ‘Make in India’ initiative and believed that it has also shaped its growth. SPPL was among the early adopters, using the push to scale manufacturing capacity, boost automation at its Noida plant, and increase local component sourcing. While panel imports remain a challenge, localisation of PCBAs, cabinets, and packaging has reduced reliance on overseas suppliers and improved cost efficiency.

Global policy changes are also influencing operations. Marwah noted that US tariffs on electronics and components have created ripple effects in India, especially for imported ICs and passive components. SPPL has responded by diversifying suppliers, securing long-term contracts, and absorbing some costs to keep retail prices stable.

Looking ahead, the company has three main priorities: advancing AI-driven features such as real-time content curation and adaptive UIs; expanding retail reach in Tier 2 and Tier 3 markets through omnichannel partnerships; and preparing for exports to Southeast Asia and Africa from its upgraded Hapur facility.