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Sony Targets India's Digital Imaging Market
Oct 18, 2004
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Sony is expected to mount a major push in India through its digital imaging products, eyeing as much as a Rs 3,200 million (approx. U.S. $69 million) contribution to the overall targeted turnover for the fiscal year 2005-2006.

The company, which has introduced a variety of products across the segment through digital cameras and "handycams," expects a 350-percent growth in the division, fuelled, among other factors, by decreasing prices as well as changing consumer preference for digital products.

"Sony India has gone for a major price rationalization across the full product line in the last few months which has not only made the products affordable but also reduced the price gap vis-à-vis those coming through grey market," Ranvijay Singh, head of Digital Imaging, said.

In the camera market dominated by Kodak, Sony went in for an almost 30-percent cut across its products to pull more and more consumers to the digital market from analog.

"An entry-level three mega pixel camera coming for Rs 35,000 about 2 years back can be bought for as less as Rs 12,500 now," Mr. Singh said, highlighting the price rationalization across the sector.

The company, which recently discontinued manufacturing products in India, including consumer electronics products, is also using the import route for the digital imaging products. (PTI)

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