Interview: Vijay Sinha, Pink Noise Professionals

• Features

• 25/07/2021

Pink Noise Professionals is a pure distributor and Vijay Sinha, director of sales and marketing at Pink Noise Professionals, gives a brief introduction: “Our business has two segments, it is split into the pro audio video products which are for the commercial audio segment. We represent brands such as Clock Audio for microphones, Danacoid for visual products and Logic Systems and Work Pro which are reputed loudspeaker brands. And the second segment of our business deals with the music and recording industry.”

Pink Noise Professionals has recently been appointed the exclusive distributor for EAW in India. Vijay talks about how the partnership came to be: “When you look at our product lineup, Logic Systems and Work Pro are both entry-level loudspeakers for the commercial audio market. We didn’t have a solution for the premium, or the top-tier segment of the market and we were missing a brand that had the reputation and market recognition to fill this gap. We were speaking with a number of brands and luckily, we started a conversation with the EAW sales director. The discussions went really smoothly, and we were very happy with the product and how it fitted with our plans for the Indian market, so we agreed on a distribution partnership.”

The directions of EAW and Pink Noise Professionals also aligned which made the partnership a smart decision. Vijay elaborates: “When we began talking, we knew that EAW was well-known and well-established in the rental market. But due to Covid-19, the rental market has had a tough time. So EAW has been focusing on the install market segment. This is right up our alley as our primary focus is on the install market. We are strong in the hospitality segment, but we also have a client base in the government sector, and we have relationships with integrators and consultants who are our partners and allies. Our aim is to take EAW across verticals and segments in the Indian fixed install market.”

The technical aspects of EAW speakers provide Pink Noise Professionals the opportunity to compete in the Indian AV market on an even footing as Vijay details: “A few years ago, EAW loudspeakers were primarily passive. But in the last two years they have come up with really exciting active products, they have active line arrays and active two-way speakers now. This means we are not really challenged when it comes to the audio electronics that we have to choose or pair with. EAW active loudspeakers are also a great addition for us because we did not have that particular option in our line-up before EAW. And if you look at the competition in the premium audio segment, most of our competitors are active speakers so EAW really gives us the ability to go out there and compete on an even footing. It is apples to apples now.”

Looking ahead to how the partnership will unfold Vijay is cautiously optimistic. He concludes: “For now, the government sector is making a comeback with auditoriums and other esteemed projects, and we are focusing our energies on that market. But the requirement for quality audio is something that is very broad and is present in the corporate and education sectors as well. There are a number of private education institutions and globally renowned Indian universities which we are also focusing on. At present however, the activity in these segments has been subdued but we believe that once the situation normalises, we will see growth in the Indian market.”