Customisation is our biggest differentiation other than premium audio quality: Defunc CEO

The multi-room speakers, which come in two sizes—small and large—are compatible with all audio types and support leading streaming services.

Sweden is home to a number of hone audio and accessories brands. (image credit: Defunc)

Johan Wahlbäck, CEO-Founder, Defunc, said Thursday they focus on unique selling points and those are what make the Swedish audio brand stand out against its competition. “The customisation, the design, the integration, finding smart solutions, and how to mount the speakers on your own,” Wahlbäck said.

“We work with one of the best acoustic experts in Sweden, but honestly most people don’t understand acoustics,” Wahlbäck told indianexpress.com in an interview on the sidelines of the launch of the Defunc brand in India.

Defunc will compete with Sonos in the multi-room smart wi-fi speakers. (Image credit: Anuj Bhatia/Indian Express)

While Wahlbäck admitted audio quality will always remain a critical component of Defunc products, he said there are other aspects like the design and customisation that consumers consider when buying home speakers. “During the pandemic, many people realised that they wanted to invest in a premium audio system,” Wahlbäck said, adding that “home becomes a more important factor from a design perspective, but also for listening to music.”

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Defunc has launched Wi-Fi-enabled smart home speakers and five models of TWS in India. The multi-room speakers, which come in two sizes—small and large—are compatible with all audio types and support leading streaming services. The small speakers start at Rs 21,999, while the large ones have been priced at Rs 36,999.

Wahlbäck with a pair of see-through headphones, which will launch early next year. (Image credit: Anuj Bhatia/Indian Express)

Unlike other brands, Defunc lets users change speaker fronts, mount speakers, and buy accessories including floor stands creating a differentiated experience.

Wahlbäck said Defunc—which aims to take on Sonos, the leading brand in the wireless multi-room speaker market—also plans to introduce a pair of translucent headphones in the market, which will be in the range of $179. He hinted at the February release of the see-through headphones.

Defunc audio products are marketed and distributed by Salora International in India.

Anuj Bhatia

Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle. Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University. Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include: Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech. Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture. Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups. Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech. Authoritativeness & Trust Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape. Find all stories by Anuj Bhatia here. You can find Anuj on Linkedin. ... Read More

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