BPL Limited is expecting Rs 100 crore worth of business this fiscal from the audio business. The company plans to aggressively tap the ‘belly of the market’ segment in the micro and mini-component systems market.
The strategy is aimed at directly taking on its competitors like Sony, which is aggressive in price points of Rs 20,000 and above and Philips at about Rs 15,000-18,000.
The consumer electronics major is also working out modalities to promote its VCD and DVD players and offer it as 5.1 configuration home theatre systems which will be offered at affordable price points.
The overall audio market in India is pegged at Rs 1,000 crores of which music systems (CD/VCD) represent 45 per cent by value, others (HPS/monos/stereos) are 55 by value with an overall industry growth of 10 per cent.
As per the BPL strategy, VCD players will be introduced in three categories/forms - basic stand alone VCDs, stand alone VCD with in-built amplifier and VCD players promoted as 5.1 home theatre at various price points. BPL’s current sales in this category are currently about 3,500 units a month, which is expected to go up to 8,000-10,000 units a month with this new strategy.
Similarly DVD players will be projected at various price points in 5.1 configuration.