Beyond selling a product to building an ecosystem

As digital technology becomes increasingly embedded across public and commercial environments, the buying decision is becoming more complex. For businesses investing in digital signage, LED displays or self-service infrastructure, the question is no longer simply about getting the lowest price, it is about understanding what they are actually getting for that price. Ajay Gupta believes this is where the industry still has considerable ground to cover. 

“The industry doesn’t compare apples to apples. They want to compare apples to orange or apple to pineapple,” he says, pointing to the difficulty buyers often face in evaluating solutions with different specifications, quality levels, support systems and long-term operating implications. A lower upfront cost, he argues, may eventually translate into higher maintenance, breakdowns or downtime, factors that can have a direct impact on business. 

For Ajay, creating greater clarity for buyers requires a collective effort. Manufacturers need to do more than sell; they need to help customers understand the technology they are investing in. He also believes the industry needs stronger standards and an independent forum that can establish benchmarks and enable customers to make more informed comparisons. “The quality has to improve. So, if the quality improves, then people will also invest in quality.” 

Another challenge lies beyond the products themselves: the ecosystem required to support them. As installations increase, the availability of trained engineers and technical talent becomes increasingly important. Ajay sees skill development and technical support as areas where the industry needs to come together, while also recognising the commercial opportunity that a growing need for specialised talent creates. 

This broader industry perspective also shapes how Firstouch approaches its own business. The company operates as a solution provider rather than a standardised hardware seller, working with customers to understand their requirements and developing solutions across design, manufacturing, installation and maintenance. Its portfolio spans digital signage as well as self-service kiosks for cinemas, QSRs, hospitals, metros and railways. 

Its R&D, meanwhile, is driven by customer inputs, market requirements and international technology trends, making product development an ongoing process rather than a fixed exercise. On the signage side, Firstouch is working across LCD- and LED-based products, including high-brightness and battery-powered outdoor signage and show-window displays. 

Ultimately, Ajay sees the opportunity in building a stronger domestic technology ecosystem. Firstouch’s ambition is to establish itself as a leading Make in India manufacturer of digital signage and self-service kiosks, giving customers an alternative to imported solutions. “Why go to China? Why import? When you can get the right quality at the right price in India?” he asks. 

And that ambition, he stresses, cannot be achieved by one company alone. Better standards, informed buyers, skilled talent and capable manufacturers all have to develop together. “It’s not a single journey. The whole ecosystem has to come in.”