LITHE AUDIO: AMIT RAVAT THE ERT INTERVIEW


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products the space they deserve. This only makes it harder for consumers to learn and take their first steps into smart home, but I believe that’s where independents have the advantage. They really need to utilise their physical spaces as much as they can to showcase product features and benefits and then convert that into a sale. And there are so many more trade-up opportunities with an in-person sale, like a new TV with a wall bracket or other accessories. With something like a home cinema or a whole-home speaker installation, you’re asking people for quite a bit of money, so retailers really have to be invested in the customer’s whole purchase journey to not only secure the sale, but to keep hold of that customer for the future. It’s all about inspiration and I think that’s a huge USP for the independent retailer right now – they offer that expert advice that isn’t really available anywhere else.


Q: How will you develop and expand your brand in line with changes in the market? AR: We may only be a six-year-old company but we know we’ve got good products and our aim is to build on that and get in front of many more people in the years to come. Our Rock Speaker and our new iO1 speaker retail


are really friendly products where


consumers can simply pick them off the shelf. So we’re hoping that electrical retailers can get behind these as we’ve got big aspirations to develop our ranges in the future. Our Pro Series, for example, would not have existed without the feedback and ideas that we had from installers. We are a member of CEDIA and when we take part in its Tech Summits it’s here where installers tell us what certain features and functions are needed in the market. We do genuinely listen to all the feedback we get from our customers. There are obviously some big players in this market, but there actually aren’t that many in the world of multi-room audio. But Lithe Audio has the approval of all the big platforms like Apple, Google and Spotify, which makes us believable and investable. Consumers don’t want to be locked into something that only works in isolation; they might have other speakers that they want to be compatible – and that’s perfectly doable with our systems.


Lithe Audio Pro Ceiling Speaker – WiSA certified


Q: How are current market conditions affecting you, with the cost-of-living crisis and the impact of that on consumer spending? AR:


June/July 2023 ertonline.co.uk


For us, we can cater to those different


requirements – we’ve got our good, better and best ranges offering increased functionality further up the levels. For example, our Rock Speaker is a great product for outdoor living and it’s not crazy expensive, so we’ve already had great success with it. There’s something for everyone at different price points. What I find is if someone has a plan or a purchase in mind, there’s not often a lot that will stop them going through with it!


Q: What are your plans for Lithe Audio in the coming years? AR: We are working on building our brand recognition; we’re also trying to grow the brand globally and develop more innovative products along the way. We don’t want to be just run- of-the-mill – our products have got to have something that really sets them apart from our competitors. We don’t just build products for the sake of it – we are actually trying to do something decent that helps people. With home Wi-Fi networks getting better


It certainly is impacting everyone and people are thinking very carefully about where they spend their money. But everyone’s circumstances are different, whether they’re simply


upgrading a music


speaker or splashing out on a whole-home integrated AV system, they’re still looking to make those investments but they’re just being more careful.


and with new technology coming in from WiSA [the Wireless Speaker and Audio Association, comprised of audio, CE and manufacturing brands] aimed at revolutionising surround sound systems, we’re so excited to push the boundaries in this area and make the user’s experience even greater. There will still be a place for wired products in


certain applications, but I think more generally there are going to be more decentralised wireless smart home systems coming to the fore. And I believe it’s just a matter of time before that becomes mainstream for everyone.


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