Many congratulations for much anticipated launch of India’s first pro consumer cinematography drone, can you share why you have chosen to start your business from pro – consumer drone segment?
Thank you, Dr. Pranay, for this interview and for your wishes. It is my pleasure to share with you all that, Pixella is all set up for the launch of 1st Make in India, Pro Consumer Cinematography Drone in 2024. Many people get surprised in our choice to start with Pro Consumer drones, as presently the eco system in India to develop such products is still evolving and entry barrier in terms of technology, investment and knowledge is very high.
However still there are few compelling reasons to start our journey from Pro-Consumer Drone segment.
- Govt of India since 2022, has banned the imports of Drones in all forms, this has resulted in huge demand and supply gap and have opened massive business opportunity for indigenous companies.
- Pixella’s consumer drones are designed with a focus on meeting the demands of wedding cinematographers, filmmakers, vloggers, and other professionals and India being the second largest wedding market is the biggest and natural opportunity.
- Many countries are seeking alternative options and drones manufactured in India can be best option. With Govt of India supporting industry and acting to make India as world drone manufacturing hub, it’s a gold mine.
The biggest reasons beside above, is the knowledge and expertise which we have over the last 27 years in the Film, Broadcast and Imaging industry, it’s needs and consumption. We see ourselves as aptly positioned to service this segment.
Can you tell us about Pixella and its inspiration?
Pixella Pvt Ltd was founded in 2019, with a vision to develop drone and imaging technologies indigenously and to be aatmanirbhar and self-reliant. Our goal is to be a leading player in the Pro-consumer drone market and to be part of every celebration and digital storytelling. Our inspiration lies with creative perspective of aerial cinematography by making moments and memories truly magical and visually unique.
Personally speaking, I have been involved in the consumer industry for more than 28 years and have worked in consumer electronics, telecommunication and imaging industry in various functional domains and in domestic and international markets. My journey in Drones started in year 2017 and since then I am working on a very ambitious project to develop and launch a pro-consumer cinematography drone. We are proud that we have mastered and developed key deep technologies which will make our drones stand out in the industry and will set new benchmark of innovation.
As Pixella prepares for its launch in 2024, what unique features can consumers expect from your consumer drones, and how do you foresee them impacting various industries beyond weddings?
Pixella’s consumer drones boast features such as professional 4K video quality and exceptional low-light shooting, making them versatile tools not just for weddings but also for filmmaking, vlogging, and various professional applications. We envision our drones contributing to the ever-expanding landscape of aerial cinematography across diverse industries. In layman’s language we will be bringing all photography features which are now possible in smart mobiles and DSLR cameras to our drones, making aerial cinematography easier and popular and accessible to all. #drone4all.
Pixella’s pro-consumer drone key focus is the wedding industry which is the fourth-largest industry in India, how does Pixella plan to leverage the booming wedding market for its upcoming drone launch?
With the Indian wedding industry ranked as the fourth-largest industry in India and the second-largest wedding market in the world with a 60 Bil US$ market size, Pixella sees a tremendous opportunity. Our consumer drones, which are set to be launched in 2024, are strategically positioned to cater to the specific needs of wedding cinematographers and other related professionals. We aim to capitalize on this vibrant market, offering innovative solutions for capturing the magic of Indian weddings. In India, every year more than 10 million weddings happen and this number is growing year-on-year with a 20% CAGR. It is estimated that out of 60 billion US$, almost 16% is spent on Photography, which is huge and now Consumer Drone has become an integral part of this ecosystem
The Great Indian Wedding is now increasingly incomplete without a drone to capture the special moments, underlining the pivotal role of unmanned aerial vehicles (UAVs) in modern-day celebrations. Drones have become indispensable for capturing breathtaking aerial views, creating cinematic memories, and adding an unparalleled dimension to wedding cinematography. Destination weddings, pre-wedding shoots, and aspirations to see themselves like Bollywood stars are making use of consumer drones very popular among wedding couples and their families.
With the Indian government envisioning a global drone hub by 2030, how does Pixella plan to stay at the forefront of this transformative journey?
Staying at the forefront requires continuous innovation and a keen understanding of market dynamics. Pixella is committed to investing in R&D, launching new products, and actively participating in industry initiatives. By fostering a culture of innovation, we aim to lead and contribute significantly to the industry’s growth. The goal is not just to meet current demands but to anticipate and shape the future of the drone ecosystem in India.
From here on there is only forward and progressive going journey in terms of regulations and policies for the drone industry and it is the best and right time to build business. As per our understanding Indian Drone Industry will be more than 50 billion US$ by 2030 and the consumer drone segment will contribute almost 20-22% of that.
The government’s vision to make India a global drone hub by 2030 is apparent in initiatives like PLI (Production linked Incentive), New Liberalised drone rules, #Kisandrone initiative, #Gatishakti scheme, #Svamitva digital mapping scheme, #NHAI monitoring scheme, #NamoDroneDidi, #Lakhpatididiyojna, ban on import of drones and its kits to promote local manufacturing. Recent appeal by our PM Shri Narendra Modi, to “WED IN INDIA”, will further act as catalyst in Pro-Consumer Cinematography drone demand, in fact in many ways GOVT is acting like a market maker and all indicators are positive.
Pixella is anticipating significant revenue in its first business year. What strategies does Pixella have in place to achieve this ambitious goal?
Pixella’s strategy revolves around a combination of elements in innovation, technology, quality, collaborations, and market reach. We have strong inroads across India with 28 planned distributors and more than 300 channel partners. I can proudly share that we have developed key technologies in-house and they are competitive with international brands. We are targeting 100 Cr plus revenue in our first year of operations.
As Pixella prepares to launch its consumer drones in the top six metros, what marketing strategies does the company have in place to reach its target audience and create awareness about its innovative products?
Pixella has devised a multi-faceted marketing strategy that includes targeted digital campaigns, collaborations with influencers in relevant industries, and participation in industry events. By leveraging various channels, we aim to create widespread awareness and connect with our target audience in the top six metros, ensuring a successful launch and scaling up of business
Considering the gap between regulations and implementation in the drone industry, how does Pixella plan to address safety and security concerns, especially with the use of drones in public events?
Safety and security are paramount for Pixella. We are committed to stringent adherence to regulations and have implemented robust safety features in our drones, besides this will be conducting thorough education and training programs for users. We aim to set a standard for responsible drone usage, particularly in public events. We have included many safety features in our drones, which include a return to home, return to land, battery fail-safe, geo-fencing, and air space alert.
Can you provide insights into the company’s long-term vision and how it plans to diversify its product offerings?
Pixella’s long-term vision involves continuous growth and diversification. We will be expanding into the agriculture drone segment and FPV segment to leverage our technological capabilities. India is an Agri-led economy with over 6.46 lakh villages. The opportunity is huge in Agri-drone (#kisandrone). By catering to diverse industry needs, we aim to establish Pixella as a comprehensive solution provider in the drone technology space.
Our immediate objective is to launch and establish Pixella as the consumer drone brand, and medium-term objective includes expansion in Agriculture segment and certain niche segments in defence portfolios.
As understood, technology changes very fast & is continuously evolving but with key technologies in control & mastered in-house, Pixella will have very low gestation time to adopt and change as per market needs & applications.
Certain segments of interests in defence use case includes counter drone systems, loitering munitions and HALE. (High altitude long endurance) Category and HAPS (High altitude pseudo-Satellites)
How Pixella is ensuring quality checks? How does this approach align with government policies, type certification compliances and initiatives in the drone industry?
Our manufacturing approach revolves around adherence to the highest quality standards. We have established stringent quality control processes and follow ISO manufacturing SOPs. Importantly, we collaborate with academic institutions, international advisors, and industry experts to mitigate technological gaps and to adopt best industry practices. This approach not only aligns with the government’s vision for a global drone hub by 203 but also positions Pixella as a responsible contributor to the Indian drone ecosystem by building core manufacturing processes and capabilities.
What are the challenges Indian drone industry is facing?
The biggest challenge which is now faced by Indian Drone industry is dependence on parts and components from outside India. This is a grim reality and is true for most of the electronics industry which have the need of semi-conductors, sensors, cameras, telemetry and avionics. Fortunately, parts and components are in open list of Indian customs and are allowed for import, but at times during clearance at customs individual interpretation creates bottlenecks and delays. This needs education and parity at all customs ports.
Though Indian drone eco system for manufacturing is evolving but like any other industry will take time, efforts, Govt’s support and lot of investments. The most relatable industry can be of Mobile phone where majority of electronics parts and components are still being imported but manufacturing and export is happening in & from India.
Few other challenges which industry is facing is the lack of supporting infrastructure of drone certifying bodies through QCI especially in North and East India and the time taken up to issue type certification to drones, availability of trained pilots and reluctancy among insurance service provider to cover drone as a product.
More than big industrial houses we feel in India drone industry will be driven largely by MSME, Start-ups and entrepreneurs as the core. The above challenges are very detrimental to the MSME and Start-ups and delays their business cycle.
What do you think will be growth areas in Indian drone market for next five years?
We can broadly divide the growth drivers into two categories 1) Defence 2) Civilian.
In defence Pixella understands that there will be great demand in newer applications of drones which will involve swarm of drones, FPV with long endurance which can be operated by unit soldiers independently, HALE and anti-drone systems
While in Civilian segment growth will be driven by consumer aerial photography drones, agricultural drones, mapping and surveillance drones. Growth of % may vary, but all categories will be led by technologies which will involve further evolution in computer vision, autonomous control, encryption, smart battery management, artificial intelligence, data capturing and its analysis and machine learning.
We are near to budget for next year, what will be your request to Finance minister and cabinet?
Yes, we have few requests, to raise to honourable finance minister and cabinet of the govt. I would also like to take this opportunity to request honourable minister of civil aviation, and commerce minister for kind consideration, and industry bodies like FICCI and DFI to pursue industry demands and proposal for upcoming budget.
- One very pertinent bottleneck in the fast adoption and competitiveness of drones in India, is the slab of GST which is applied on drones, on consumer aerial photography drones it is 28%, which is making make in India drones, un-competitive, resulting in still the grey market flourishing. By reducing the GST on consumer drones to competitive slab, will help Indian companies to fight international brands. Even in agriculture drones it is 18%.
- Govt has taken a very bold and industry building step by announcing PLI scheme, it is requested that the tenure of the PLI be extended another three years, this is to have more inclusive participation of companies in the PLI scheme, as out of 400+ companies, only few got the benefit from PLI. The focus should be not on the PLI revenue target but on the number or base of the companies which got the benefits. The more the companies in PLI, more will be capability of the industry in India.
- Govt is running many schemes and have involved many ministries to act as market maker for drone and to encourage drone adoption in various application, it is requested that such initiatives be continued further and subsidies like in agriculture segment for drones continues or increased to other segments also.
- Export of drones is also a pain point, despite lot of interests from many countries, in India regulations, processes, and compliances are still not clear, not implemented and evolving, it is well understood that Drone is a dual use technology but if we compare other countries there is no requirement of end use certificate in case of Nano or Micro drones. Exports for these drones should be free like any other product say a car, bike or a tractor. We need to differentiate the class of drones when exporting and their possible use or applications.
- GST which is charged on billing, it is requested that for start-ups and MSME, GST should be charged on receiving the payments or auto deducted like a TDS by paying parties. the problem is that due to long payment cycles the working capital is getting blocked first in GST and then secondly at the customer end. Further it is also to be noticed that most of the electronics, imaging, avionics components are imported and requires advance payment, advance duties and GST. A considerate view on MSME / Startups involved will solve their working capital challenge, as money blocked in system is of no use to anyone.
- One last point which I would like to request is to exempt the MSME and Start-ups from minimum turnover threshold for participating in tenders or reduced threshold limit. As understood drone industry is largely driven by entrepreneurs, MSME and Start-ups, So the minimum revenue threshold criteria to participate in tenders is a clear blockage and favours only handful of companies who have already taken a lead. Let’s encourage and build thousands of successful companies instead of a few.
Pixella understands & recognizes the challenges in the drone industry and the existing gap between regulations and implementation, demand & supply, products & technology, supply chain & manufacturing. The forecasted revenue reflects our confidence in navigating these challenges successfully. We believe in growth with profits and want that in our success, every stakeholder also has equal rewards and benefits, with happy employees, trade partners, and stakeholders we are going to set Pixella as an industry benchmark in products, technology, and No.1 preferred brand in the Drone Industry.
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