The new launch includes seven new models of flat screen televisions and—Articos—a complete high-end home theatre solution priced at Rs 3 lakh. The new range of products are in the Rs 90,000-Rs 3 lakh price brand.
BPL-Loewe is also set to discontinue its conventional curved tube TVs in favour of a total flat screen range and is planning the launch of exclusive BPL-Loewe retail galleries across the country starting with Bangalore, Delhi and Mumbai.
BPL-Loewe products are part of BPL’s top-end offering to the market and operate as a parallel brand.
Speaking about Articos, Mr Volker Hahn, marketing manager, Far East and Australia, Loewe, said the product was a complete home theatre solution built with strategic technical collaboration with Bose Company.
‘‘The system comes with a flat 42” TV, motorised TV tilting system, Bose satellite speakers, Bose subwoofer, a DVD player with integrated radio tuner and an interesting round bi-directional remote control which has data display capacity,’’ Mr Hahn said.
In the first year of operations, BPL-Loewe has notched up sales of close to 200 units (mainly in the Rs 1 lakh plus category) in India.
The first range of co-branded products were in the price band of Rs 80,000 to Rs 15 lakh.
‘‘In India we want to target only the top segment of the market with our co-branded offering. This is also a good fit for BPL because it does not have a stand-alone product range in this category. And this range does not interfere with any of its other brands and products in the other segments,’’ he added.