The company now estimates that it will far exceed the sales growth targets for the year. Sony had earlier targetted 30 per cent growth in turnover to Rs 650 crore this year.

The improved acceptability of the India-made Sony has given a fresh impetus to the company's expectations now. The Japanese electronics major, hugely successful across the globe, hopes to carve a 10 per cent share of the domestic CTV market by year-end, up from seven per cent achieved last year.``Throughout the World Cup season, the market demand kept outstripping our ability to supply,'' says Nair. Consequently, the company did not notice the minor dropin sales when India performed badly, say company executives.Sony had followed a two-pronged strategy for the World Cup. While price cuts on models in the mid-range and Kirara Basso increased the consumer interest in the brand, the super-flat screen Wega, launched in phases April onwards, brought in the discerning consumers. Wega was first introduced as a 29-inch model, and then subsequently, the line was extended to include the 25- and 21-inch models.

Thus, the company experienced maximum growth in the large screen models; the 29-inch segment witnessed a whopping 1,064 per cent growth and the 25-inch segment witnessed 85 per cent growth. The traditional favourite size, the 21-inch continued to grow, but it was the 14-inch models, surprisingly, which turned in an impressive 166 per cent growth.

Comparing the region-wise sales, Sony, as with many other companies, found that the demand for televisions was highest in the east. According to the company executives, 29 per cent of the sales were made in the eastfollowed closely by the west, with 27 per cent. Clearly, plenty of consumers felt `it's a Sony' while choosing a CTV.