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Thin is in: Hitachi eyes high-end LCD TV market to drive growth in India

23-November-2007
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Thin is in: Hitachi eyes high-end LCD TV market to drive growth in India

Hitachi Home Electronics Asia Pte Ltd on Thursday showcased its Ultra Thin LCD TV series. With this, the company has reiterated its focus on the Indian high-end LCD television market. The Ultra Thin series would be available in India by the first quarter of 2008.

The company, which is headquartered in Tokyo, has strategised to tap the high-end market in Tier II cities in India. It is eyeing a 10 per cent share of the LCD TV market and 20 per cent share of the plasma TV market in India by 2008. Hitachi has also allocated Rs 15 crore for branding initiatives for its plasma and LCD televisions.

Tarun Jain, Country Head, Hitachi, said, “As part of our growth plan, we plan to move to Tier II cities and undertake 35 per cent increase in our retail outlets, 65 per cent increase in the number of Hitachi exclusive galleries, which would be called Hitachi Experience Zones, as well as 35 per cent expansion in the service network. We also plan to set up a Hitachi-owned service centre in the coming months. This physical growth will be complimented by initiatives like consumer education as well as the Hitachi High Definition Art Campaign, which reinforces the premium positioning.”

Hitachi has posted a growth of 200 per cent in the festive season as compared to the same period last year. In addition to above the line and below the line activities, Hitachi had plans to stress on sponsoring programmes, event management and other on ground activities, Jain added.

The Hitachi Ultra Thin Series of LCD TVs are just 35 mm thick across the entire panel. The company also introduced its cutting edge full High Definition (HD) range of plasma and LCD televisions in India. The price of the television sets has not yet been declared.

“We are bringing the world’s slimmest LCD television to Indian consumers. Being one of the few players who own manufacturing as well as R&D expertise in both plasma and LCD technology, Hitachi is uniquely placed to offer the Indian consumer the best in both technologies. As a group, Hitachi will serve the high-end LCD TV market with its technologically path breaking Ultra Thin series,” said Tadashi Nishiuchi, Managing Director, HHES.

The Ultra Thin LCD TVs would be available in 32 inch, 37 inch and 42 inch sizes. Hitachi is already working on reducing the thickness further to 19 mm by 2009.

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