Sony India eyes 45% share in digital camera

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Chandigarh: Sony India, a wholly-owned subsidiary of Sony Corporation of Japan, has lined up a slew of new models and initiatives to capture a significant share in the country's digital still camera market.

With the launch of its strongest ever product line-up including 11 new products in 24 colours Sony aims to increase its current national market share in 2009-10 to 42% (in digital still camera segment) up from of the current 37%. In the northern states of Punjab, Himachal, J&K and Chandigarh, the company is eyeing a share of 45% in 2009-10, up from 40% in 2008-09.

“The new product line will be available in the market by the first week of April. With these hitting the market, a similar number of old models will be phased out. The basic model starts from 10 mega pixels as compared to 8 mega pixels in previous product line,” Sunil Nayyar, general manager, consumer audio/video sales department, Sony India, told FE.

Sony is expected to sell 5,00,000 cameras in2009-10, against 3,70,000 units in 2008. “We registered a growth of 37% in 2008 in terms of sales and in 2009 we expect the growth to be around 35%. The digital still camera market size in India is expected to increase by 20%-from 1 million units to 1.2 million units this year. In the northern region we sold around 24,000 units in 2008 and next year, the target is 28,000 units,” Nayyar added.

To increase the penetration of its products in tier II and tier III cities, Sony India plans to strengthen its channels and distributor network. “ We will market our products through Sony centres and Sony exclusive stores besides the photo channels and multi-brand outlets. More exclusive stores may be opened in the coming year,”said Nayyar.

At present Sony has a distribution network of 7,000 dealers and distributors, 240 exclusive outlets and 20 branch locations.