Sennheiser's business is exploding in India, says Executive Vice President Greg Beebe

India is the second fastest-growing market for Sennheiser in Asia-Pacific (APAC) region and Greg Beebe, Executive Vice President Professional Audio, Sennheiser is confident that it will soon become the fifth biggest revenue market in the group. Talking about Sennheiser's strategy, Greg Beebe told ZeeBiz.com that the company is focusing on tapping the potential in the creators' space in India. Below are edited excerpts: 

What kind of opportunity does Sennheiser see in India with the boom in the number of creators?

Our business in India is exploding, it's incredible. We certainly see the impact, I think by now in India, it's over 80 million creators. And what does that mean to us? It really means that while we were already focused on India, before the pandemic, with this explosion in creators, we have actually even restructured some of our organisations to support the creator market. So we've done restructurings, we've introduced new products and new solutions. And we're really focusing on easy-to-use and interoperability because creators have so many techniques that they've got to put together. So we're really focusing on India as a whole and really doubled down on focusing on the creator space in India.

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How do you see professional audio business working in India in the coming years?

On the professional side, like the artists, this is really where we come from, you know, we've been in this business for over 77 years and the team in India has done an incredible job of putting Sennheiser in the pole position. We have, really, I'm not gonna give you that number, but an incredibly high market share in that space. And we have high trust and we've got incredible partners that we work with here. If you look on social media or you visit any wedding here in India or any concert, I would say that 98 per cent of the time you're gonna see a Sennheiser microphone in their hands.

Is Make in India on your cards? 

I'm not gonna say it's on the card or off the card, but it's a constant conversation to ensure that we deliver what our end customer wants. And it's not just the product. It's customer support, service. education and all of these things are part of why we exist. It's making sure that we have the right team in place and that the team has the right resources. It's the whole package. And who knows what the future will bring?

How Sennheiser is staying relevant in a market that is getting more competitive?

We are a third-generation German family-owned business. We're committed to this industry. We are all in the audio business. There's no stock market, we have to answer, no bank loans that we have to worry about. We are who we are, which is an incredibly passionate group of people dedicated solely to the future of audio. We need to also recognize that our customers have choices, which is great because it makes everybody better. The rising tide raises all boats but we have to understand our obligation to educate our end users, educate our sales staff, educate our marketing teams and educate ourselves by spending time in the market. But above all, what we need to make certain is that we're there for our customers when they're in need.