Digital imaging company, Canon India Pvt Ltd has kicked-off its new consumer strategy of shifting from a PC-centric focus to a more involving digital imaging entertainment.
As part of this strategy, the company launched 28 new products across various categories.
"From now we will focus on Digital Imaging Entertainment (DIE) which truly articulates Canon's belief in putting a human face on technology and since TV penetration base is much more than the 14 million PC in India, enabling connectivity of digital imaging products with TV is a logical extension," Mr Alan Grant, President and CEO of Canon India, told reporters here.
The company will invest Rs 20 crore towards establishing the DIE strategy through mass media advertising campaigns. The new products include Digital Video camcorders, digital cameras, TV printer, portable photo printer and home cinema projectors amongst others.
The company will also be expanding its retail initiatives in three spaces - IT, photo, and audio-visual.