``We will not be in direct competition to Bose in India as we plan to introduce most of our range of 270 products in the Indian market and also plan to penetrate the rural market,'' Jamo market manager Jan Obel told The Financial Express.

As against Bose which is largely into marketing of lifestyle systems which includes sales of music systems along with the speakers, and operates through select outlets, Jamo is on a mission to appoint distributors and plans to reach a distributorship of around 50 in a year's time.

The company has already roped in around 15 dealers to begin with. ``Training for the dealers will be the key to take care of customer needs and after-sales service.It includes three components: sound solutions, environment and installation, and multimedia,'' said Obel.

Jamo is studying 23 states in the country to introduce its products which will be brought in as 100 per cent imports. The government's move to allow imports of composite systems into the country, encouraged Jamo to look at the Indian market in a big way.

``We want to first create awareness about the company and its products, and to this effect we plan to go in for an advertising and promotions drive. We also plan to kick off road shows which will enlighten consumers about the products and the concept, shortly,'' said Obel. The company plans to spend 15 per cent of its sales in advertising and marketing. However, targets for the first year were not disclosed.

The company is also targeting rural areas for pushing its products and would be appointing dealers for the same. Starting with homes and other institutions, Jamo plans to promote its products in both the medium and the high-end of themarket.

Jamo's product range includes: Jamo surround sound systems, Jamo Digital Cinemaster, Jamo System Two, Jamo Centre loudspeakers, Jamo Active subwoofer systems, Jamo Oriel, Jamo Concert, Jamo 7 series and Jamo Classic,among others.