German pro-audio maker Fohhn Audio AG made its first large-scale appearance at InfoComm India 2026. Its international and India teams say the market has moved beyond asking about price first and now wants to hear about solutions.

Fohhn Audio had one of the busiest stands at InfoComm India 2026. The Nürtingen, Germany-based Fohhn Audio AG has spent several years building its reputation in India’s professional AV market. Its first major show presence reflected that growth: CEO Jochen Schwarz and global leaders attended, while its immersive audio demo room was busy from day one.

AV Today spoke with Samuel Hartmann, Regional Sales Director and Customer Relations Export Manager, and Cherian George, Regional Director for India and Vietnam, about Fohhn’s showcased products, changing Indian buyer behavior, and regional plans.

“Amazing” first impressions

Hartmann oversees Fohhn’s international accounts and export distribution from Germany. He praised the response: “The experience in India is amazing. We are extremely glad to be here, and it’s amazing to see all the people, all the customers, and the team. We are very happy to be here and excited about the show, absolutely.” He called being in India “a big pleasure and honor,” adding that Fohhn has “high expectations of the country.” As he put it: “We see a country with high development, so this is really promising for us and also encouraging us, also with the acceptance of the products.”

A fully “Dantified” portfolio and PoE++ speakers

Hartmann said Fohhn’s full Dante range was the show’s main highlight: “Our entire portfolio is Dantified,” he said.

The latest products include PoE speakers, ranging from standard PoE to 90-watt PoE++. A single network cable delivers audio and power, simplifying installation and reducing infrastructure in meeting rooms and boardrooms. “These products we are showing here, and that’s for sure one of the highlights here at the show for us,” Hartmann said.

Beam steering: Better intelligibility, hidden speakers

The other key technology was beam steering. Hartmann said Fohhn has the market’s largest portfolio.

“Often you have challenging acoustics, so spaces with high reverberation,” he explained. “With this technology, we can direct the sound precisely to the audience, reduce excitation of the room, and therefore achieve better speech intelligibility, how we perceive the sound, and more direct sound.”

The technology also offers visual benefits: electronic dispersion lets designers position speakers more freely. “We can practically hide the speakers and integrate them very well,” he said, citing a prominent example: “The Parliament of India, there you find our speakers today.”

India’s shift from price to quality

India is often seen as price-sensitive, while Fohhn sells premium products. George, who leads business development in India and Vietnam, said the market has shifted noticeably in recent years.

“I can tell you, three years back when we were here at InfoComm, there was always a question about what the price range was,” he said. “That question has changed now in 2026. People are not asking that as much as they used to. Now they are talking about technology. They are talking about what is the USP. They are talking about how pristine the audio can be.”

The order of the conversation has changed, too. “Earlier, price was the first thing we used to discuss. Now we don’t discuss price first. That would be maybe number three or number four. First, we are talking about solutions. Are you able to solve the problems?”

George acknowledged that a large segment remains price-sensitive, but said more buyers are moving upmarket. “Unlike how many people perceive it, I personally feel that India is now becoming an extremely quality-conscious market as well,” he said. “There is a big mass market which is price sensitive, but there is a big percentage of the market that is definitely growing up the pyramid, and people are willing to pay good money for quality.”

Winning on performance and people

Asked how Fohhn markets itself in India, George said it continually demonstrates its products’ capabilities.

“Time and time again, we prove that our products can do what many others can’t do,” he said.

He added that the product is only part of the equation: Fohhn has invested in India and employs local staff. “One thing we noticed is that every single customer who walked in didn’t have a single complaint about the installs we have done,” he said. “So it’s beyond the product. It’s also the kind of people who support the system and ensure that the installations are done well.”

George said strong local support keeps customers returning. “If one customer gives us an opportunity, they usually wouldn’t look anywhere else the next time a project comes.”

From Nestlé to the Central Vista Parliament

Fohhn launched in India three to four years ago and has built a portfolio spanning corporate and public-sector projects, beginning with Nestlé. George said the Central Vista Parliament project was a turning point:

“The big one was when we did the Parliament, the Central Vista Parliament,” he said. “That’s when it got us an opportunity into the government space. We did the Lok Sabha, Rajya Sabha, and after we did that, we got all the halls, all the meeting rooms. That tells us that once a customer experiences Fohhn, it’s very unlikely that they would look for anything else.”

Two days before the interview, Fohhn commissioned a 7,500-seat auditorium at Zoho’s Chennai headquarters. “Again, the feedback we got was fantastic,” George said.

Other projects include Intuit and Ambedkar Bhavan. George called the past four to five years of corporate, semi-government, and government work “a good spread.”

Global leadership in India

Fohhn CEO Jochen Schwarz and other global team members attended the show. George saw Schwarz’s visit as a sign of India’s importance to the company.

“It shows that India is doing pretty well,” he said. “People want to know what magic is happening in India, and it also shows Fohhn’s commitment to the country. We are still growing; we have a long way to go. We used to be the newbies in the business, but not anymore. Now everybody seems to know us, and everybody is saying hi.”

What’s next: A center of excellence and immersive audio

George said Fohhn’s next phase in India will focus on developing its people and facilities, introducing new products, and establishing a Center of Excellence “a space from which consultants and system integrators can plug in and get some great solutions from the team.”

He expects immersive audio to grow as experience centers “are taking their level one step up” and consultants seek firsthand demonstrations. “There’s been a lot of talk in the past, but we have demonstrated it, and people seem to be extremely happy,” he said. “I’m hoping that we would see a lot more immersive installs in the coming days in India.”

He also expects PoE Dante speakers to see widespread use in meeting rooms and boardrooms.

The PoE subwoofer that surprised everyone

The show’s immersive experience room was in high demand. “We’ve only had time to open and close the doors since we started yesterday,” George said. “The whole place has been packed. Word of mouth is spreading, and people are coming to listen to what we’ve done here.”

Visitors praised the immersive audio, but George said one product drew the strongest reaction: “People could not believe that the PoE-powered subwoofer was throwing so much energy outside. That is something people did not expect, and it really blew people’s minds.”

In India, Fohhn appears to rely on demonstrations rather than sales talk. As George put it:

“The product does the talking.”