“Indian market is a big challenge because of its diversity”

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As part of our series titled ‘Global Trade Opportunities’ where we feature international firms eager to do business in India, Anurag Gaur from electronicsforu.com spoke to Jeff Hsieh, marketing manager, Kingstate Electronics Corporation about the value they see in India for expanding their business here and much more.

Kingstate Electronics Corporation is a known acoustic manufacturer based out of Taiwan, with operations spanning 35 years. With two manufacturing sites in China, Dongguan and Suzhou, they are bullish on expanding their operation through various marketing channels. As the Indian market is extremely price sensitive, the company does not want to compromise on quality while serving the market demand. Therefore, Kingstate wants to focus on its core products, which it thinks will be well received in a volatile market like India.


919_Jeff_Hsieh
Jeff Hsieh

SEPTEMBER 2012: Q. What does your company stand for? Tell us more about your products and services.
A. In the past 35 years, we continuously have offered a full and diversified range of products such as Piezo Buzzers, Magnetic Buzzers, Micro Speakers, Dynamic Receivers, Electret Condenser Microphones and Earphones etc. With strong R&D, production, marketing/sales, and FAE Teams, we extend our acoustic territory aggressively and set up complete marketing channels to provide customers with fast and professional customisation. Our products have been extensively acknowledged by various international brands and widely applied in many different industries including telecommunications, consumer electronics, information technology, home appliances, auto motives, security, medical and industrial equipments.

All Kingstaters keep the business philosophy “Integrity, Innovation and Excellence Pursuing” in mind and try their best with the company vision “to build a quality acoustic life for people everywhere” for the better future.

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Germany is Kingstate’s core market and is an important business area and we service many companies like Siemens, Bosch etc. Our products are selling globally and we hope to expand our business to India.

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Q. How do you see India as a market for your products (or services)?
A. For us, the Indian market is a big challenge because of its varied tastes, languages and cultures. Another major obstacle for us is to understand the component technology for cellphone, earphone manufacturing. We are working on understanding ways to position our products differently for the country.

Q. Which products or services do you expect to sell more in a country like India?
A. Based on our understanding of the demographics in the country, we expect products like earphone, SPK, microphone and buzzer to be well received in India.

Q. What is your current business strategy or plans with respect to the Indian market?
A. As the Indian market is extremely price sensitive, we do not want to compromise on quality while serving to the market demand. Therefore, we want to focus on our core products, which we think will be well received in a volatile market like India. Our main areas in the country will be receivers, ECM, piezo buzzer and SPK.

Q. Do you have any presence in India through any office or partners?
A. So far we don’t have any office in India but we are eager to have presence in India. However, if anyone wants to contact us, they can touch base with Charlene Yu in Taiwan.

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Q. Are you looking for partners, such as distributors and system integrators in India?
A. We would be interested in expanding our business to India. We are certainly looking for affiliates and partners, as we would like to expand our business to new territories.

Q. What are the challenges that you foresee in India?
A. We are currently not engaged in any direct activity in India but we do foresee a lot of challenges due to variations in geographic and demographic elements.


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