Lots of talk about the potential of the Indian smart home and AV market in recent times, mainly due to the recent Smart Home Expo held at the Jio World Convention Centre, Mumbai. Here, Darren Barker, Design Director at Cinema Luxe, offers some insight into his company’s recent launch into this growing market.
Following a recent visit to Mumbai for Smart Home Expo, we’re pleased to formally introduce Cinema Luxe India. More importantly, it feels like the right moment to share a considered reflection on what is clearly a market full of potential, but also one that requires a thoughtful and measured approach.
The trip itself was invaluable. Through the support of our partners on the ground, we were able to spend meaningful time with integrators, distributors and manufacturers, gaining a much clearer understanding of how the Indian market operates in practice rather than from a distance. That perspective alone made the visit worthwhile.
What’s immediately apparent is that the appetite is already there. There is a genuine enthusiasm for home cinema, for technology and for well-considered spaces. There is also a strong appreciation for international design, particularly from the UK, which naturally positions Cinema Luxe within the upper end of the market.
At the same time, the sector is still developing. In many respects, it sits some way behind more established markets in how cinema spaces are conceived and delivered as complete environments. Technology is often world-class, but the design and execution of the room itself do not always keep pace. That gap presents a clear opportunity, not just for us, but for the industry more broadly.
Important Differences
One of the more interesting observations was the structure of the market itself. In contrast to the UK, where integrators typically lead projects from end to end, the role of the distributor in India is more influential. Distributors are often central to how projects are shaped, how products are specified and how relationships are formed. There are, of course, a number of excellent integrators operating at a high level, but it’s clear that understanding and engaging with the distribution layer is essential.
Alongside the opportunity, there are also very real challenges. India is vast, and the practicalities of delivering highly detailed, design-led environments are not insignificant. Logistics, infrastructure, consistency of build and coordination across multiple parties all come into play in a way that feels very different from the UK. For a company like ours, where finish and detailing are fundamental, that presents a responsibility as much as it does a challenge.
Our initial thinking is to approach delivery in a measured way, combining local capability for early-stage construction with Cinema Luxe involvement at the critical final stages of installation, detailing and finish. That balance feels like the right way to maintain quality while working practically within the realities of the market.
Equally, we’re giving careful thought to how we enter the market from a service perspective. Leading with design and consultancy feels like a natural starting point. It allows us to bring immediate value, establish design intent early and properly assess each project from both a logistical and commercial standpoint before committing further. It’s a controlled way of building something sustainable.
The Right Proposition
There is, understandably, some hesitation around price positioning when entering a market like India. Our view is that the opportunity sits firmly at the top end. The level of wealth at the highest percentile is significant, and there is a clear desire for quality, distinction and experiences that feel genuinely world-class. In that context, we see Cinema Luxe not simply as a service, but as something that represents a certain standard, a mark of intent as much as anything else.
Of course, there are considerations around protecting design, maintaining control and ensuring that what is delivered reflects what is intended. These are not unique challenges, but they do require a structured and thoughtful approach, particularly in a market that is still evolving. Ultimately, it comes down to working with the right people, setting clear expectations and building trust over time.
What stood out most from the trip, however, was the openness of the people we met. The conversations were honest, generous and consistently forward-looking. There is a real willingness within the industry to improve, collaborate and raise standards, which gives us confidence in what can be achieved.
We’re particularly grateful to Kyle and Sohan Perera, who will represent Cinema Luxe in India and play a central role in building our presence locally. Their understanding of the market and alignment with our approach give us real confidence in the journey ahead. Our thanks also go to Mike Beatty of Directly AV, whose insight and support throughout the trip were invaluable, and to Nick Fichte at L-Acoustics, whose ongoing collaboration continues to form an important part of our wider network. It was also a pleasure to reconnect with Kim Donvig of Artcoustic and see the continued growth of the brand within the region.
We would also like to thank the team at CEDIA, particularly Sanket and Wendy, for their enthusiasm, openness and support. Their role in bringing people together and facilitating meaningful conversations should not be underestimated.
More broadly, we’re grateful to the many integrators and distributors who took the time to meet with us. The level of engagement and willingness to share insight have been instrumental in shaping how we move forward.
Cinema Luxe is entering India with a long-term mindset. This is not about rapid expansion, but about building something considered and consistent, working with the right partners, applying our experience carefully and maintaining the standards that define our work.
We’re excited by what lies ahead and confident that, with the right approach, we can play a meaningful role in shaping the future of private cinema design in India.
