Interviewer: Can you tell us about your background and how Mieux Display was founded? What inspired the creation of this brand?
Dhanveer Chauhan: Certainly. After spending over 12 years in the display technology industry, my co-founder, Mr. Pankaj Sharma, and I realized that there was a significant gap in the market for quality, cost-effective display solutions. We started as system integrators, working on implementing technology solutions for various sectors. However, we wanted to take things to the next level by creating our own brand, a brand that would deliver world-class quality at competitive prices. This vision led us to create Mieux Display in 2020.
Our mission was to provide high-quality display products to sectors such as education, corporate, and enterprise. When I say ‘education,’ we are catering to both private institutions, like coaching centers, schools, and universities, and the government education sector as well. Our product line has evolved to include interactive flat panels, pixel pitch LEDs, PTZ cameras, OS Video Wall controllers , LCD video walls, and commercial displays. In addition, we offer complementary products like digital kiosks, digital stands standees , and digital podiums. We’re working tirelessly to expand and solve key challenges faced by these industries.. We’re working tirelessly to expand and solve key challenges faced by these industries.
Interviewer: That sounds like an impressive journey! The market for interactive flat panels and other digital display products is quite competitive. What sets Mieux Display apart from the competition? What innovations have you introduced to stay ahead?
Dhanveer Chauhan: You’re absolutely right. The competition in this industry is fierce, with many players offering similar products. To stand out, innovation and continuous product development are key. We are committed to upgrading both our hardware and software offerings to meet the changing needs of the industry.
For example, in our interactive flat panels (IFPD) and pixel pitch LED products, we continuously focus on customer-centric innovations. We are not just selling hardware but also developing software solutions tailored to specific industry requirements. Our team of software developers is constantly working on creating unique applications that can be integrated with our hardware, providing a more seamless experience for our customers. We aim to address real-world
challenges faced by our customers, especially in sectors like education, where reliable and efficient technology can make a significant difference.
Moreover, we always keep an eye on market trends.
Interviewer: Innovation and customer-centric development are crucial, especially in such a rapidly evolving industry. However, every business faces challenges along with opportunities. What have been the key challenges for Mieux Display, and how are you addressing them?
Dhanveer Chauhan: Like any business, we’ve had our fair share of challenges. One of the biggest challenges we face is the intense competition from both established brands and new entrants. Our population of over 1.5 billion presents vast opportunities, but it also attracts a lot of players to this space. Many of these players, especially newcomers, are willing to compromise on marginsand service quality just to capture market share. They might import products at a lower cost, add minimal margins, and sell them without considering long-term service needs or future provisions for customer support.
At Mieux Display, we believe in maintaining a balance between affordability and quality. We focus on sustainable profitability so that we can provide robust after-sales support and long-term service. For example, the top brands in this industry operate with a profitability margin of over 100% to cover service costs and ensure customer satisfaction to For example, the top brands in this industry operate with a high margin to cover service costs and ensure customer satisfaction
Selling a product is the easy part; maintaining relationships and ensuring after-sales service is where the real challenge lies. We are addressing this by focusing on long-term customer satisfaction. Our products are designed to last, and we are always there for our customers when they need us.
Interviewer: It’s clear that post-sales service is vital for sustainability. How do you ensure top-tier after-sales service for your customers? Do you have service partners or in-house support?
Dhanveer Chauhan: Yes, we take post-sales service very seriously. We have partnered with a national service provider, ADP Services, to handle installations and ongoing service needs across the country.They have been exceptional in timely delivery and efficient service, and I want to take this opportunity to appreciate their efforts.
In addition to ADP Services, we also have an in-house team of engineers who manage critical service issues. We currently have offices in Noida, Nehru Place (Delhi), Jaipur, and Bangalore, and each of these offices has service staff available for immediate support. For more routine service issues, ADP Services steps in to assist. This network allows us to offer nationwide service coverage, ensuring that our customers receive prompt assistance no matter where they are located.
Our strong service model is one of the reasons why many customers prefer Mieux Display. They know that they are not just buying a product; they are investing in reliable service and support for the long term.
Interviewer: That’s an impressive service network! Now, speaking of growth, what are your expansion plans for 2024? Are there any new products or markets you are exploring?
Dhanveer Chauhan: For 2024, we have ambitious plans for expansion. As I mentioned, we have already established offices in several cities, and our next step is to expand into key markets like Mumbai and Kolkata. We are also planning to extend our operations internationally, starting with Dubai. The demand for pixel pitch LEDs in the Middle East is growing rapidly, and we see a huge opportunity there. Our goal is to take the Mieux Display brand beyond India and make it a global name.
In terms of products, we have a comprehensive range already, but we’re always working on new developments. We’re particularly focusing on expanding our offerings in the corporate and education sectors, as well as exploring newer innovations in commercial displays.
Interviewer: That’s exciting! Taking Mieux Display international is a big step. What about sustenance?. How are you planning to ensure the long-term sustainability of the business?
Dhanveer Chauhan: Sustenance is something we are deeply focused on. To achieve sustainability, you need to ensure both profitability and volume. If you are able to balance these two factors, you will not only grow but also sustain your business in the long term. The key is to build a solid foundation with good margins. This allows you to reinvest in after-sales support, service infrastructure, and continuous product development.
The market is still in its growth phase and is far from mature. However, we’ve seen that only those brands with solid policies, superior product quality, and excellent service support manage to survive and thrive. Many large brands have entered and exited the market because they didn’t focus on these aspects. At Mieux Display, we are committed to ensuring that we stay in the market for the long haul by focusing on quality and customer satisfaction.
Interviewer: That’s sound advice! Speaking of advice, what would you say to aspiring entrepreneurs who want to excel in the display technology industry?
Dhanveer Chauhan:My advice to new entrepreneurs would be to focus on margins without compromising on product quality.. Don’t be tempted by the volume game or undercutting the competition. A low-price strategy might give you quick sales, but it won’t build a sustainable business. Invest in building a brand with quality products, focus on offering great service, and build long-term relationships with your customers.
Good things take time. Initially, your growth might be slow, but if you stick to your values and provide customers with quality and reliability, they will start recommending you. Once you gain customer trust, your business will grow exponentially. Always remember that sustainability is built on trust, quality, and service.
Interviewer: Thank you so much for sharing these valuable insights, sir. It’s been a pleasure learning about Mieux Display and your vision for the future.
Dhanveer Chauhan: Thank you, IT Voice, for giving me the opportunity to share our journey. It’s been a pleasure.
