Sony booming in India on strong brand image

  • TECH
  • Monday, 21 Feb 2011


TOKYO: Sony is doing booming business in India, dominating in flatpanel TVs and digital cameras, and is in good shape to keep growing in coming years, a top executive said.

Sony’s success in India — where a new middle class is snatching up gadgets — is a bright spot for the Japanese electronics maker that’s getting beaten in North America by US rival Apple Inc and Samsung Electronics Co of South Korea.

Sony Corp has No 1 market share in flatpanel TVs in India at 34% and digital cameras at 40%, according to the maker of Bravia TVs and Cybershot cameras. Sony is also No 1 in India in home theatres and camcorders.

“We don’t rely on tricks or gimmicks to rise to the top,” Masaru Tamagawa, managing director of Sony’s India unit, told reporters. “India is a success that can be held up as an example.”

Sony has lost money in its core TV business for six years straight, and is on its way to another year of red ink in TVs for the fiscal year ending March 2011.

But Sony boasts a strong brand image in India thanks to generous advertising spending. It also has good relations with the many small and medium retailers across the nation of nearly 1.2 billion people, which reflects years of hard work, Tamagawa said.

Sony doesn’t target newcomers into the middle class — which it defines as starting at an annual income of US$4,000 (RM12,800) — who may buy 22in TVs. Instead, it aims for higher income groups of at least US$10,000 (RM32,000) a year, who can afford TVs 32in and bigger.

Middle class Indian households are expected to outnumber the total number of Japanese households by 2012. Those earning between US$10,000 and US$20,000 (RM32,00 and RM64,000) a year number 10 million households already in India, according to Tamagawa.

Before 2007, when old-style CRT TVs were popular, Sony controlled just 10% of the Indian market. Since then, the company has tripled annual advertising investment.

India’s TV market is expected to grow to 4.5 million or 5 million units during the fiscal year through March 2012, up from nearly three million now. Sony is hoping to get about 35% of those sales, which would total 1.7 million TVs.

Sony’s India success underlines how Japanese manufacturers, which have stumbled since the financial crisis in established markets like the United States, can count on India, China and other fast-growing countries to bolster growth.

Sony said it’s beating not only Samsung and Apple in India, but also LG Electronics Inc of South Korea as well as Japanese rival Panasonic Corp in brand recognition.

Tamagawa brushed off the threat of Apple, adding that he is counting on Sony to come up with attractive Tablet products to rival Apple offerings by the time Indian consumers are ready to buy them.

“We are confident we can compete,” he said. — AP

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