SSPL CEO Avneet Singh Marwah on Brands, Consumers, and Growth

The recent CXO Session, Masters’ Union hosted Avneet Singh Marwah, CEO of Super Plastronics Pvt Ltd (SPPL), offered students a rare look into how Indian companies build scale and resilience in a globalised market. As the leader behind Kodak, Thomson, and Blaupunkt TVs in India, Marwah shared candid lessons on consumer-first innovation, reviving global brands, and navigating crises with patience and long-term vision.

For students, the session became more than an industry talk. It was a lesson in why brands succeed when they listen deeply to consumers and grow steadily instead of chasing short-lived trends.

Building Brands That Understand Indian Consumers

At the heart of Marwah’s philosophy is a clear observation: Indian consumers behave differently from their Western counterparts. For instance, TV buyers in India demand higher volume levels, multiple local language options, and affordable durability. These insights shaped SPPL’s strategy from the ground up. By focusing on the lived realities of Indian households, SPPL positioned itself as a company that builds trust through relevance. For students in the room, the takeaway was sharp: the best products emerge not from trend-chasing, but from addressing real gaps in consumer behaviour.

What shaped SPPL’s consumer-first model?

1. Designing products for Indian usage patterns, not simply replicating Western designs

2. Balancing affordability with feature-rich experiences that feel premium

3. Prioritising after-sales service, with a door-to-door network spanning 19,000 pin codes
   
   

Reviving Global Brands for Local Markets

One of Marwah’s most striking achievements is reviving global icons for the Indian market. When SPPL brought Kodak, Thomson, and Blaupunkt back into the homes of Indian consumers, the strategy was never about nostalgia alone. It was about tailoring these brands to new market realities. Each revival was a calculated play that showed how heritage brands could be repositioned with local insight. 

Brand revival lessons from Marwah

1. Kodak aligned with offline retail channels, leveraging its strong recall among older consumers

2. Thomson found success by partnering exclusively with Flipkart, targeting India’s growing e-commerce segment

3. Blaupunkt carved a niche with premium features, creating distinct value for aspirational buyers
   
   

Navigating Crises with Preparedness

From sudden GST shocks to regulatory changes, Marwah described crisis management as a defining skill for Indian leaders. SPPL survived because it learned to prepare for multiple scenarios instead of reacting too late. Marwah pointed out that resilience comes not from avoiding crises, but from building organisational DNA that adapts quickly under pressure. This became one of the most practical takeaways for students looking to step into leadership roles.

Principles for crisis readiness

1. Always build Plan B and Plan C into operations

2. Nurture strong distributor networks that can sustain through shocks

3. Treat compliance as a strategic advantage, not a burden
   
   

Leading with Patience and People-First Culture

Unlike today’s trend of quick pivots and restless career changes, Marwah’s journey reflects deep patience and commitment. He spent over 16 years learning every department before moving into leadership. This built not only domain expertise but also credibility within his teams. He emphasised that leadership is not built on speed alone. It grows from consistency, credibility, and nurturing talent over the long haul. Students were reminded that careers are marathons, not sprints.

Culture insights for students

1. Domain knowledge compounds over decades, not in quarterly sprints

2. Teams that stay long-term create cultural stability in volatile industries

3. In-house capabilities bring more control than outsourcing alone
   
   

Technology, AI, and the Future of Smart Devices

While acknowledging the role of AI in reshaping industries, Marwah cautioned against overhyping technology. For SPPL, originality mattered more than blindly following global features. This perspective resonated with Masters’ Union students, many of whom are building careers in technology and business. Marwah’s advice was clear: innovation must always serve consumers, not trends.

Innovation playbook for future leaders

• Focus on originality, not copycat features

• Integrate smart platforms like Google TV or Jio OS with purpose, not as gimmicks

• Keep fact-checking and accuracy central to AI-driven features and content
  
  

The CXO Session with Avneet Singh Marwah was more than a story of brand revival. It highlighted why consumer empathy, patience, and resilience are the cornerstones of sustainable companies.

For Masters’ Union students, the sharper lesson was this: the future belongs to leaders who solve real problems, build trust, and stay authentic in how they grow. Brands that endure don’t simply chase the next hype cycle. They create value that consumers recognise, respect, and rely on.