On how the LED market dynamics can shift from price to solutions

In India’s LED and digital signage market, the conversation around technology often begins with a number: What will it cost? For Jayesh Birawat, Founder, Kperifics, that price-first approach can prevent the industry from having a more meaningful conversation around what a display is actually expected to solve. 

But he also believes that as awareness regarding the right solutions grows, buyers will begin to see the value of investing in it.  “India is a price-sensitive market. Everyone is focused on price. But if you give the right solution to the Indian market, people will pay for it,” Jayesh says. 

The challenge, therefore, is not simply about making technology more affordable. It is about helping buyers evaluate technology based on the requirement, application and quality of the solution rather than treating the hardware cost as the primary measure, as Jayesh points out. 

The difficulty of selling something different 

But convincing buyers on a solution can prove particularly challenging when it comes to a new product that is different. Jayesh’s own experience illustrates this.  

Around four years ago, Kperifics introduced a digital display concept that allowed two displays to rotate. While the product offered a different approach to digital display, it did not find the expected market acceptance. 

“The product was very good and quite different for the digital segment. It allowed two displays to rotate, but there was no market acceptance,” Jayesh said. 

For him, the experience reinforced how difficult it can be to move buyers away from familiar formats when the business case for a new solution is not immediately clear. 

The issue is thus not necessarily whether the technology works. It is whether the customer sees enough value in changing from what they already know and use. That question is becoming increasingly relevant as LED and digital signage players introduce more sophisticated formats, applications and solutions into a market where budgets remain closely scrutinised. 

For Kperifics, which has operated in the B2B space since 2019, working with businesses that deploy solutions for their own customers, a solution oriented approach has always been at the core. This entails directing the focus on understanding the customer’s requirement first rather than pushing a particular panel, television or display brand. 

“You tell me what you need, and I will give you the solution. We are completely focused on tailoring it to the requirement,” he said. 

The company continues to use exhibitions as a platform to introduce new products and understand market response. Its upcoming product is being developed around a more contextual approach to digital signage, with applications envisioned across airports and different city markets. 

But the larger industry challenge remains the same: how do technology providers move the conversation from “How much does the screen cost?” to “What does this solution enable?” 

For a B2B market, that shift could determine how quickly new technologies move from exhibition floors into real-world deployments.