India, Sept. 29 -- India's ProAV market is opening up across government, enterprise, museums, experience centres and emerging applications. For Christie, the opportunity is not simply about selling projectors or LED displays. It is about helping customers solve a larger visual and installation challenge, while giving partners the technical capability to execute and support those projects.

That is the central message from Rishubh Nayar, ProAV Sales Director for India, Christie, who describes a market where solution selling, partner capability and service support are becoming increasingly important.

Nayar says Christie has historically avoided a product-only approach.

"We were never a box pusher, we were never a projector seller, we were...