George Cherian of Fohhn Audio AG discusses Fohhn’s innovative audio systems and their foray into the Indian market.
From introducing the first battery-powered loudspeakers in the 1990s to becoming the leader in beam steering technology today, Fohhn Audio AG has been at the forefront of sound excellence in the global ProAV industry. With three decades behind them, Fohhn has been developing and manufacturing high-quality loudspeaker systems from their base in Nürtingen, Germany, and their foray into the Indian market marks an exciting new chapter for the AV landscape in India.
In an exclusive interview with George Cherian, the regional director of Fohhn Audio AG, we delve into the company’s unique market positioning, world-class audio solutions, and their journey since entering the Indian ProAV market just four years ago.
A sound start
Fohhn Audio launched in India during the COVID-19 pandemic, which, needless to say, was a time of much uncertainty. “We used this period to lay the groundwork and educate our customers about Fohhn. When the market opened up, we got the opportunity to do some interesting projects, including the new Indian Parliament in New Delhi and with corporate clients like Microsoft, Google, SAP, and YouTube,” he says. Emphasizing that everything from R&D, assembly, and logistics to sales for Fohhn is based in Germany, he highlights that delivery turnaround time to India is just 4 to 6 weeks.
George explains Fohhn’s approach: “We don’t focus on verticals; instead, we work on projects based on applications across a wide range of spaces, including halls, small office environments, town halls, and large venues with acoustically challenging environments. These projects don’t have to be high-value; they can be small-scale as long as clients require high-quality, pristine-sound solutions and are not overly budget-conscious.”
“In India, we have worked with a few large churches and expect to work with more as the demand for high-quality sound matures. Numerous premium government projects are also on the horizon, and upscale spaces are being developed. Corporates are also setting up experience centers that require immersive sound solutions; all these will be a potential market for us,” he explains. George also talks about the significant opportunities in the rental market, “We just sold our first rental system in India, and I believe the rental market will be huge for us.”
Fohhn currently operates in India through a single distributor stockist, ‘That Sounds Good Audio Innovations.’ According to George, Fohhn provides comprehensive support, working directly with consultants, system integrators (SIs), architects, and end users from planning to commissioning. He adds that SIs appreciate the extensive support Fohhn provides, not only in design and commissioning but also with other equipment that may need to be integrated. George adds that today, in India, clients are willing to invest in high-quality audio solutions, and consultants in India are also aware of Fohhn’s portfolio of products.
A class apart
“Fohhn is all about excellent sound and optimum speech intelligibility,” George emphasizes passionately as he shares what sets Fohhn apart in the audio industry. “We believe we are the only company globally in the premium segment, offering a comprehensive portfolio of high-quality products with a niche in almost the entire spectrum, and we have been doing pretty well.”
With a dedicated 8-member team in India, George highlights the importance of having a strong market presence. “Our direct presence gives us a pulse of the market and allows us to better understand client needs, which makes a massive difference,” highlighting that the high level of customer satisfaction that Fohhn enjoys stems not just from the quality of its products but also from the exceptional support it provides. “Our team includes acoustic design engineers in Germany and India, along with highly skilled professionals in India, including riggers and commissioning engineers, who are among the best in the industry. We have just one person globally managing spares, service, and warranty, and he doesn’t have much on his hands because the product is built like a tank,” says George.
He highlights Fohhn’s commitment to quality: “We take complete ownership of the process, managing everything from planning and design to commissioning and service. As a result, we have zero complaints from customers.” George adds that they do a lot of product demos for clients. “Since Fohhn is relatively new to the Indian market, clients may be unfamiliar with our offerings, so having them listen and experience the product firsthand helps clear apprehensions and always makes the sale for us.”
George then tells us about the Fohhn SoundLab in Germany, an experience center he believes is the best way for clients to experience Fohhn’s entire portfolio of immersive audio experiences. “When clients visit the SoundLab, we are confident the client will be won over. However, we understand that not everyone can make the trip to Germany, so we offer smaller demos for those unable to travel.”
Fohhn Beam Steering Technology
Today, Fohhn stands at the forefront of beam steering technology, which it has been pioneering for the last 15 years; we ask George what makes it so unique.
George emphasizes that Fohhn offers a unique lineup of column beam steering and straight array speakers tailored for high-quality music reproduction and rock-and-roll sound. Their offerings include point source speakers and audio solutions suitable for various environments, from churches to corporate spaces. “Any venue that requires specific acoustic solutions for pristine, high-scale music with beam steering technology, I believe our performance is unmatched,” he explains.
Fohhn currently has no traditional line arrays, which is reflected in their tagline: “The future of line array is straight.” George believes that while other companies working on beam steering technology may soon shift toward straightening their line arrays, Fohhn has been perfecting this approach for over 25 years. “With the Fohhn system, setup is streamlined – just plug in your computer to adjust the display angle. It’s that easy. To rig a system for 10,000 people, you only need two people.
In contrast, larger line arrays typically require many hands and complicated setups, which can be challenging.” He describes Fohhn’s advanced beam steering control, which allows for precise sound targeting. “Our beam steering speakers offer a very high degree of control, enabling adjustments to the sound beam and beam opening angle in fine 0.1-degree increments, while competitors offer broader 1-degree adjustments or more.”
George also highlights Fohhn’s superior sound quality. Their speakers excel in tonal richness and musicality, especially for high-sound pressure level (SPL) applications like live performances and immersive audio experiences. “It’s common to see frequency ranges in data sheets claiming 20 Hz to 20 kHz, but the reality is more complex. The tonal quality of our speakers is far superior,” he notes.
Audio technology for churches
It’s the Christmas season, and we couldn’t do without asking George about Fohhn’s audio solutions for churches. “Globally, churches are our primary market, and we’ve done some phenomenal projects catering to traditional and contemporary church environments,” he says. George points out that Fohhn works exceptionally well in traditional and contemporary church settings, with solutions for both high SPL music and speech applications. “We specialize in optimizing speech clarity in traditional churches, especially those with Gothic architecture that experience long reverberation times, sometimes stretching to seven to eight seconds,” he says, citing a recent church project in Germany with a reverberation time of 13 seconds.
In contrast, modern churches, often influenced by the American model of worship, have typically relied on sound systems from brands like Meyer Sound and L-Acoustics, which cater to contemporary styles and SPLs. However, George notes that awareness of Fohhn’s offerings is steadily growing in the U.S. market. “We offer sleek speakers that blend seamlessly with the existing acoustics, including custom color combinations to complement the interior design of the space,” he adds.
Leading with trust, innovation, and quality
Sharing insights on Fohhn’s plans in India, George says, “We are on track for double growth this year and expect to achieve the same next year. Our product quality is excellent, and our customers have developed an almost blind trust in us. In the first two years, we focused on educating our clients about Fohhn; now, they actively choose us, which we believe will lead to strong repeat business.” He adds that continuous innovation is ongoing, and the focus is on raising awareness of its product line-up.
In conclusion, George says, “Our primary goal is growth, and unless there are significant market shifts in the next two to three years, we are confident about achieving exponential growth. With the projects we have in the pipeline and the increasing emphasis clients are placing on quality, I’m confident we’ll meet these goals.”