When we approach clients, we bring them the technology they need, not just the available technology from OEMs. We select the best products from various brands, integrating them to provide the most relevant and cost-effective solution for our clients.
In the dynamic world of AV, few stories are as inspiring as that of Manoj Kumar Choudhury, Director of AV Business and Operations at Online Instruments. Today, he is a driving force behind Online Instruments, one of India’s leading AV system integration companies. AV Today speaks to him about his journey into the AV world, his leadership philosophy, the company’s vision for a billion-dollar future on the global stage, and more.
Starting from scratch
Having begun his career in software development in West Bengal, Manoj moved to Bangalore in 2000 to seek better opportunities. However, fate had other plans. The aftermath of the World Trade Center attacks led to the closure of the startup he was working for, pushing him to explore new horizons. What started as a job selling SIM cards soon evolved into technical product marketing, setting the foundation for his future in the AV industry.
“I started with Panasonic telephones and devices, and that’s where the actual journey began,” recalls Manoj. “The door-to-door marketing experience gave me intimate knowledge of Bangalore’s business landscape. Soon, I was serving major clients like Honeywell, TCS, and GE Healthcare.”
As client relationships deepened, Manoj found himself increasingly involved in discussions about conference rooms, projectors, and displays. The successful installation of plasma TVs at a hotel in Whitefield marked a pivotal moment. “That gave me more confidence to get into this new technology. Soon after, we secured projects for the Bangalore Chariot train and CGI, marking our entry into comprehensive AV solutions.”
Building trust through expertise
Manoj emphasizes that success in the AV industry isn’t just about brands – it’s about relationships and trust. “What matters most is the relationship with the client at different levels, whether it’s admin, purchase, or IT. When clients have confidence in you and know that you understand the product inside and out – both its strengths and weaknesses – they trust your recommendations.”
This philosophy led to a landmark project with Honeywell in 2006-2007, worth about five crores. “We had been serving them since 2000, building a strong relationship over four years, and when they needed AV solutions for their new building on Outer Ring Road, they trusted us with the project.”
Global expansion and innovation
Since starting out in 2006 with just a three-member team, Online Instruments, under Manoj’s leadership, has expanded its operations to Singapore, Taiwan, and Manila, with plans for further expansion into Malaysia, Sydney, and Riyadh. The company strategically approaches international markets while maintaining a deep focus on the enterprise sector in India. “Our global expansion began with serving our Indian clients’ international operations, and then gradually, we added new clients,” explains Manoj. The company has seen remarkable growth – 35% last year and 65% this year, with similar projections for the future. “We’re aiming to become a billion-dollar company by 2029, with AV division revenues crossing 2,000 crores,” shares Manoj confidently.
A vendor-agnostic and client-centric approach
What sets Online Instruments apart is its vendor-agnostic approach to technology solutions. “When we approach clients, we bring them the technology they need, not just the available technology from OEMs. We don’t follow any OEMs,” Manoj states firmly. “We select the best products from various brands, integrating them to provide the most relevant and cost-effective solution for our clients.”
This philosophy extends to new product adoption as well. “We tell OEMs: don’t request us to use your product – train our people and let them evaluate if it’s good. We have a lab where products can be tested for 15-20 days. If our team finds value in it, they’ll naturally incorporate it into solutions.”
People-first culture
Perhaps the most striking aspect of Online Instruments under Manoj’s leadership is its commitment to a people-first culture. During COVID-19, when many companies were downsizing, the management chose to protect their employees at all costs. “We chose to stand by our people and provide support, even if it required contributing from our own resources,” Manoj recalls.
This commitment to people has resulted in remarkable loyalty – the company boasts a healthy retention rate, and many employees who left for multinational companies have returned. “We call ourselves the Online family. When you are sentimentally attached to your people, it’s very difficult to make a wrong decision.”
The company also strongly believes in internal growth and development. “One of my drivers has grown into a project engineer, a receptionist advanced to a sales manager, and a coordinator now leads as a key account manager. We actively invest in our team’s growth by supporting and funding training opportunities throughout the year.”
Future vision and industry trends
Looking ahead, Manoj sees tremendous opportunities in AV as a Service and managed services. “This model is going to grow like wildfire,” he predicts. “It’s just a matter of whether it happens in six months or a year. By 2026, you’ll see the demand increase significantly.”
The US market is a major focus for future expansion, given that 70% of their clients are US-based. “When I can serve them in India, with our capabilities, we can definitely serve them there too,” Manoj says confidently. The company plans to establish operations in at least two US locations by December this year.
The company’s growth strategy revolves around staying ahead of the technological curve. Recent innovations in AI-driven solutions, voice lift technology, and wireless collaboration have opened up new opportunities. Manoj shares an example of winning a significant project in Dubai worth approximately 17 crores, purely based on their ability to meet specific technical requirements that other providers couldn’t match.
Personal philosophy and leadership
When asked about his satisfaction with his journey, Manoj’s response reflects his deep-rooted values: “In life, everything is not about money. The biggest thing is what you achieve. I find peace when I close big orders against competition. I feel good when I see my employees enjoying their lives and when we create employment opportunities for more people.”
His leadership style is marked by a combination of ambition and humility. “When I started, I would look at bigger companies and think, ‘Our company should be like that.’ Now, I want to do even bigger things, and I have the freedom to do so. We don’t think we’re working for a company – we’ve built this company together.”
His parting message to the industry is simple yet powerful: “Focus on three things – take care of your employees as they are your biggest strength, do justice to clients by providing relevant and right technology, and maintain a clean, clear focus. These are enough for you to grow in the market.”
Through Manoj’s journey and leadership, Online Instruments has not only built a successful business but has also created a model for how technology companies can thrive while maintaining their human touch and ethical values.
