In a ground-breaking move for the Indian audio-visual industry, Hyderabad-based AV solutions major Atluri Holdings has unveiled its newest venture, The House of AV. The ambitious initiative is set to redefine the Pro AV business landscape in India, offering a holistic approach to learning, experiencing, and engaging with AV technology. This dynamic new platform not only introduces a fresh business model but also aims at revolutionizing the AV ecosystem by offering a comprehensive experience under one roof.
SI Asia had the privilege of speaking with Sreecharan Atluri, the visionary Managing Director of The House of AV, to explore the genesis of this bold endeavour and understand the inspiration behind the mega initiative.
……………………………………………………………
Confluence of Technology Experience
The House of AV is born out of a desire to create a confluence of technology and experience- that’s the genesis statement about what appears to be the first of its kind initiative in India, if not beyond.
“We noticed a gap in the AV industry—a need for a platform that not only showcases cutting-edge technology but also allows people to engage with it first hand,” declares Sricharan Atluri, the Managing Director of The House of AV. Thus, the initiative has been envisioned as a space where OEMs, AV professionals, and enthusiasts could come together to explore, learn, and innovate.
Atluri Holdings – the holding company of The House of AV – had been in AV distribution, design and integration business for over three decades now. Branching out from it, The House of AV takes the whole vision far beyond merely selling AV solutions. It is envisioned as a destination for all things relating to AV, where technology blends seamlessly with ambiance, offering an immersive experience to enthusiasts and professionals alike. It aims to serve as a hub for innovation, education, and collaboration, setting new benchmarks in the Indian Pro AV industry.
A Comprehensive AV Ecosystem: At its core, The House of AV aims at creating an all-encompassing ecosystem that addresses every aspect of the Pro AV industry. From showcasing latest AV technology to offering real-world demonstrations, the platform is designed to be a one-stop solution for the AV market. Its key offerings include:
- Pro AV Zone: A showroom where latest AV solutions are on display, allowing customers to interact with advanced technology
- Pro AV Immerse: Demo rooms where customers can experience immersive, real-world AV set-ups
- Pro AV Hub: A collaborative space for AV professionals to network and innovate.
- Pro AV Academy: An AVIXA-affiliated training centre offering workshops and certifications to keep professionals up to date
- Pro AV Buzz: A content hub where AV brands can connect with their audience through events and digital engagement
- Pro AV Kart: An e-commerce platform offering access to AV products along with expert advice and support
Bridging the Gap with a New Dynamic: Atluri believes that The House of AV is arriving at a pivotal moment for Indian AV market. “The Pro AV industry is brimming with potential but is also riddled with challenges,” he explains. A key issue is the lack of clarity and organization in the market, which makes it difficult for customers to differentiate between consumer-grade and professional-grade products. This confusion often leads to misinformed buying decisions, which The House of AV aims to address by providing a structured, educational, and immersive experience.
The initiative is not only about filling a gap but about creating an entirely new dynamic in the Indian Pro AV landscape. Atluri asserts that hitherto there is no single platform where customers, OEMs, architects, and consultants could meet, collaborate, and innovate. Recognizing this situation, The House of AV is designed to offer more than just transactional business; it is an education and innovation hub where customers can make informed decisions based on real-world demonstrations and insights from industry experts.
Research and Market Insight: Like for any business, Sricharan and his team did extensive research to understand the nuances of the Pro AV market- in the two Telugu States of Andhra Pradesh and Telangana, and particularly Hyderabad. “We realized that many customers, as well as influencers like architects and consultants, are not fully aware of the range of AV solutions available,” Sricharan reveals. The lack of knowledge about the difference between premium European brands and consumer-grade products often results in missed opportunities for creating exceptional AV experiences.
By bringing structure, identity, and clarity to the market, The House of AV aims at empowering its customers with the knowledge they need to navigate this complex industry. The company asserts it is committed to providing hands-on experiences and thorough vetting of each brand it showcases, ensuring that customers have access to premium solutions.
Strengths and Competencies: Sricharan attributes The House of AV’s unique position in the market to several key strengths. By virtue of strong footing its Holding Company, The House of AV is built on a strong foundation. On top of it, creating the edifice of competencies for a larger objective of holistic AV ‘eco’nomic dynamic.
Industry expertise; strong OEM relationship; customer-centric approach; state-of-the-art AV infrastructure; collaborations with SI/consulting community; commitment to education- all come together to create a strong and competent business dynamic.
Navigating Potential Pitfalls: Despite its unique value proposition, Atluri is aware of the challenges in his new journey. The fragmented nature of the industry, lack of standardization, and price sensitivity are significant hurdles. “The market often prioritizes cost over quality, leading to choices that may not offer long-term value,” he points out.
He however asserts that The House of AV is positioned to address these challenges head-on by providing structured solutions and raising awareness about the benefits of premium AV products. By partnering with reliable OEMs and focusing on education, he is confident that The House of AV can transform the Indian AV landscape, empowering customers with the knowledge to make informed, value-driven decisions.
A Transformative Initiative: All said, Sricharan asserts that The House of AV is not just a business; it’s a transformative initiative that seeks to redefine the Indian Pro AV industry. With its strengths and competencies (explained above), The House of AV promises to set new standards in how AV technology is experienced purchased, and implemented.
“We are here to redefine the way people perceive and engage with Pro AV solutions, ensuring the industry evolves in the right direction.”
A very assertive claim, nay, confidence.
