From Multiplex to Living Room: Sushil Motwani on Redefining CX in India’s Home Entertainment Revolution
In the wake of the pandemic, the way India consumes entertainment has undergone a seismic shift. With more people choosing the comfort and intimacy of their homes over cinema halls, the demand for immersive, cinema-quality home entertainment has skyrocketed. At the forefront of this transformation is Sushil Motwani, the visionary Founder of Aytexcel Pvt. Ltd., the official India representative for Formovie, a global leader in smart projection technology and a key player in the Xiaomi ecosystem.
A Compelling Blend
Sushil’s journey is a compelling blend of innovation, customer-first thinking, and bold expansion. By introducing India to Formovie’s award-winning ALPD laser projectors, he has not only redefined how Indians perceive home cinema but also how they experience customer support and product interaction in the tech space. His focus on AI-powered personalization, seamless smart home integration, and sustainability-driven design sets a gold standard in CX for home tech brands.
Through Aytexcel, Sushil has localized global technology to meet Indian preferences, established India’s first Formovie Experience Lounge in Mumbai, and continues to push the envelope with solutions that blend cutting-edge tech with human-centric support. In this exclusive CXQuest.com interview, Sushil shares the vision, challenges, and future roadmap that’s setting the stage for a smarter, more immersive, and more customer-focused entertainment future.
CX & Market Expansion
Q1. What inspired your journey with Aytexcel and how did the collaboration with Formovie come into being?
SM: Aytexcel Pvt. Ltd. was founded with the vision of introducing premium projection technology and the latest gadgets in India. After recognising the growing demand among home entertainment consumers for a widescreen experience that could elevate their home theatre setup to the next level, we decided to introduce Formovie to the Indian market in 2023. A Mi ecosystem company jointly established by Appotronics Corporation and Xiaomi Technology, Formovie is one of the premier global brands for Laser TVs and smart projectors. We were confident that its devices, powered by the unique ALPD® laser display technology, typically used in cinema laser projection halls, would bring large-screen experiences into everyday homes and offer a new way to enjoy entertainment. And in no time, our belief turned into reality, with the brand winning both hearts and market share within a short span.
Post-pandemic
Q2. Post-pandemic, what shifts have you seen in consumer expectations around home entertainment in India?
SM: The COVID-19 pandemic forced people to stay indoors for an extended period, leading to a surge in online entertainment content. As a result, OTT platforms and online gaming became increasingly popular. Whether it’s premium 4K movies, web series, or visually rich games, people began seeking a more engaging experience—driving up the demand for high-resolution, wireless smart projection systems with powerful sound. The focus has shifted toward flexibility in installation, space efficiency, and more personalized entertainment choices. A report by Statista estimates that the number of active households in the home entertainment segment will reach 28.1 million by 2029. It also predicts that household penetration, currently at 5.1 per cent, is likely to increase to 9.3 per cent during this period. So, we can expect more consumers to shift to advanced projection technologies like UST projectors, further propelling this growth.
Smart Projector Industry
Q3. How do you define customer experience (CX) in the smart projector industry, and what sets Formovie apart?
SM: When it comes to CX, see, the requirements for buying a 4K projector vary from consumer to consumer. None understands this better than Formovie. That is why its product range offers unique specialities. It is the first brand to offer ALPD® (Advanced Laser Phosphor Display) technology, which helps create crisp images with accurate colours and brightness. This unique technology, developed by Appotronics, delivers vivid visuals with an extended colour gamut and exceptional clarity. It also offers a longer lifespan, often lasting up to 30,000 hours or more, without the need for lamp replacements. Built on Google TV, Formovie projectors provide direct access to popular streaming services, including Netflix, a feature often missing in many competing projectors. From built-in speakers to MEMC, every feature in Formovie projectors is thoughtfully designed around the diverse needs of consumers.
Unique CX Strategies
Q4. What are some unique CX strategies you’ve implemented in localizing Formovie for Indian consumers?
SM: The major focus of our strategies is on delivering ultimate customer satisfaction. The preferences of consumers are rapidly evolving, and Formovie’s products are designed in such a way that users can be assured their devices won’t become outdated easily. Formovie ensures this by providing the latest technology integrated within its projectors, helping consumers stay ahead of the curve. Further, Indian consumers prefer convenience above all else. That is why we have integrated Google TV, built-in speakers, and multi-functional connectivity options to eliminate the need for external devices. Modern Indian homes are also changing interior design and layout. Aesthetically and in terms of size, these projectors can easily fit into any available space in an Indian household.
Formovie Experience Lounge
Q5. How does the Formovie Experience Lounge in Mumbai contribute to enhancing the customer journey?
SM: A recent report on the Future Consumer Index by Ernst & Young revealed that while 61% of Indian consumers find AI-driven product recommendations highly useful, a strong preference for human interaction persists. This shows that even in an increasingly automated world, people continue to value authentic and trustworthy human connections. That is exactly the idea behind the Formovie Experience Lounge, where consumers can experience the feature-rich UST projector range from Formovie firsthand before making a purchase. Our experience lounge offers an opportunity to explore the technical features, understand their ease of use, and get a feel for the installation process. This human interaction creates trust and transparency, while also building awareness around new technologies like UST projectors, their advantages over traditional televisions and their environment-friendly benefits.
Technology & AI
Q6. Formovie projectors come with AI-enhanced features. How do these innovations directly enhance customer satisfaction?
SM: Formovie’s AI-driven auto-focus, keystone correction, and ambient light adaptation are designed for user convenience. They also ensure optimal picture quality with exceptional contrast and brightness in any lighting condition. The voice assistant feature allows users to simply press a button on the remote and speak their command, whether it is playing music accessing their favourite movies, web series or launching games from various apps.
Q7. Can you explain how hyper-personalised recommendations and voice-control features are changing user expectations?
SM: The intelligent image optimization feature automatically adjusts the image based on the environment, ensuring the best viewing experience regardless of lighting conditions by fine-tuning brightness, contrast, and colour saturation. On the audio front, AI tools can modify sound settings based on the room’s acoustics, eliminating the need for manual adjustments. Voice assistants like Google Assistant, Alexa, and Apple Siri can understand voice commands, play music or movies based on user preferences, turn the projector on or off, adjust settings, or even control other smart devices connected to the home theatre setup. Meanwhile, personalisation enables users to receive tailored content recommendations based on their viewing habits.
Smart Home Ecosystem
Q8. How do Formovie projectors integrate into smart home ecosystems, and what does this mean for the future of CX?
SM: Formovie projectors are like an all-in-one package for users, offering exceptional sound, resolution and entertainment features that modern-day smart home ecosystems demand. They serve as an intelligent companion for home entertainment, syncing with lighting, audio, and personal preferences to deliver a more complete and responsive experience. These features are thoughtfully integrated with future customer preferences in mind, aiming not just to respond to their needs but to intuitively adapt to them.
Service & Support
Q9. ServiceNow’s report says 89% of Indian consumers switch brands over slow service. How do you ensure responsive and proactive support?
SM: Exceptional warranty services and dedicated after-sales support are essential to satisfy consumers. They help build customer confidence in your products, and we at Aytexcel believe that periodic inspections or servicing are also the responsibility of the manufacturer or seller. Formovie’s premium 4K projectors come with a two-year warranty, and we provide toll-free numbers for registering after-sales support. If we receive a customer complaint within the warranty period, regardless of the location in India, we arrange to have the unit picked up and transported to our service centre in Mumbai.
Q10. What are your best practices for maintaining transparency and trust in a high-involvement tech product like projectors?
SM: The success mantra for every technologically driven product remains the same: prioritize customer experience, embrace innovation and stay relevant, focus on sustainability, and build strong networks in the retail chain. For products like UST projectors, it is crucial to stay adaptable to market changes and maintain a sharp focus on customer feedback. The trust you build in the minds of users ultimately becomes your biggest growth driver.
Sustainability & Vision
Q11. Sustainability is a rising concern. How is Formovie integrating energy-efficient and recyclable technologies?
SM: The UN’s fourth Global E-waste Monitor (GEM) reported last year that electronic waste is accumulating five times faster than it is being recycled. A major contributor to this surge is the widespread adoption of smartphones, tablets, laptops, computers, televisions, and monitors, as frequent model upgrades accelerate disposal rates. Larger television screens and monitors, including CRTs, LCDs, and LEDs, add to the challenge, as they contain hazardous materials that require careful handling. However, home entertainment setups remain central to modern households. Hence, exploring alternatives such as UST laser projectors can offer a lower environmental footprint compared to traditional televisions and lamp-based projectors.
Formovie has always been at the forefront of sustainability, from using recycled materials in production to optimising logistics. Moreover, integrates advanced technologies that combine multiple device functionalities into a single unit, leading to power-saving benefits. They come with built-in speakers, native apps, and Google TV, reducing dependence on additional equipment that could increase power consumption.
Indian Home Entertainment
Q12. Where do you see the Indian home entertainment market heading in the next 5 years, and how are you preparing for it?
SM: According to Coherent Market Insights, the global entertainment market is estimated to be valued at US$ 19.67 billion in 2025 and is expected to reach US$ 30.82 billion by 2032, growing at a compound annual rate of 6.6% during the forecast period. The residential segment is projected to represent 67.4% of the market share in 2025. Growth in India’s home entertainment sector is also in sync with this global trend.
And while preparing for the future, it is important to assess how the scenario may evolve in the coming years. For instance, at present, streaming services offer a vast library of content in true 4K resolution, and most premium smart projectors already support 4K UHD. Now, there is a gradual shift in discussion towards higher-resolution content like 8K and beyond. As a result, future models are likely to feature enhanced designs and capabilities to meet evolving consumer preferences—such as support for higher resolutions, as and when such content becomes widely accessible. These shifting home entertainment trends will continue to shape the Formovie projector segment.
Advice for Emerging CX Leaders
Q13. What advice would you give to emerging CX leaders looking to disrupt legacy tech sectors?
SM: Consumer technology trends, from smartphones and wearables to smart home devices and beyond, are an integral part of our daily lives and future opportunities. In this evolving landscape, it is imperative to break away from traditional approaches to tech sectors, placing greater emphasis on customer-centric innovation, prioritizing new experiences, intuitive interfaces, and proactive support.
We must remember that digital transformation is not merely about adopting new technologies, it should also be reflected in an organization’s workflows and processes. Only then can these technologies truly enhance business operations, deliver superior customer experiences, and allow customers to genuinely feel the benefits of technological advancement.
Future-Proofing Entertainment: The CX-Driven Vision of Sushil Motwani
Sushil Motwani’s journey with Formovie isn’t just about distributing smart projectors—it’s about leading a customer-centric transformation in the way India views, experiences, and integrates entertainment technology. With his sharp focus on AI-driven personalization, responsive support, and sustainability, he’s raising the bar for what consumers can and should expect from tech brands.
In an era where CX is the new currency, Sushil’s work through Aytexcel exemplifies what it means to stay ahead of the curve—not by simply selling advanced products but by crafting experiences that are intuitive, immersive, and enduring. As home entertainment becomes increasingly smarter and interconnected, leaders like him will play a pivotal role in shaping a future where technology doesn’t just impress—but also cares, responds, and adapts.
