The Rs 250-crore Maharaja Appliances Ltd plans to launch a new range of DVDs and home theatre systems by mid-October in order to tap the festival season. Head-Sales and Marketing, Praveen Kumar, said the products would be launched under the brand name ‘Whiteline’ and marketed through 170 distributors across the country.
Divulging more details on the launch, Kumar said the company is targeting sales of around 5,000 DVDs and 1,000 home theatre systems this year. An advertising budget of around 4-6 per cent has been allocated for this fiscal. The DVDs will be available in the price range of Rs 3,990 to Rs 5,490, while the home theatre systems will be in the range of Rs 5,990 to Rs 7,990. The price range has been fixed keeping the market in mind, he said.
Manager, Marketing, Gaurav Bhutani, says that for the first time a 6-in-1 DVD is being launched by Maharaja Appliances.
For home theatres the campaign will carry the tag line “experience the theatre”. Initially the ad campaigns will showcase the products. The campaign will also focus on the affordability of Whiteline home theatres and DVDs. The soft launch of the products in Bangalore, Delhi, Nagpur, Gujarat and Pune has generated a good response, Bhutani said.
Maharaja Appliances at present has three divisions. Small appliances that include all electrical kitchen appliances are marketed under the brand name ‘Maharaja Whiteline’. The white goods division markets washing machines and washers under the brand name ‘Whiteline’. The direct marketing wing markets products like food processors.