Micromax eyes home entertainment; launches LED TVs

Turning a new leaf, Micromax forays into home entertainment sector and launches LED televisions sets today with reasonable attractive prices. Indian handset manufacturer launches a new range of LED televisions priced between Rs 15,990 and 1,29,990.

The company has also launched a Smart Stick accessory for its LED range that is an Android powered dongle capable of turning a regular TV into Smart TV. This dongle will be available for Rs 4,990.

The company also introduced a new range of home theatre system with 5.1 surround sound speakers, a 3D Blu Ray Player, which supports both 2D and 3D content and an Android dongle -- Micromax SMART stick. It supports all 2D and 3D video/audio formats and is priced at Rs 6,490. Micromax has introduced two models in HTS, starting Rs 5,990.

The company has entered the home entertainment market with elaborate plans and clear defined and aggressive strategy.

"We plan to invest Rs 100 crore in the next two to three years and are targeting a market share of 8 percent in the next two years," Mukesh Gupta, director, told reporters at the launch.

"We have created strong brand equity through our handheld devices and have added value to our consumers. We are targeting aspirational buyers, who want to upgrade their television viewing and at the same time demand value," said Sunil Dutt Sharma, Business Head (consumer electronics), Micromax.

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The company has set up a one-lakh-square-feet manufacturing facility spread over five acres, with a production capacity of 2,000 LED TV units per day at Rudrapur, Uttrakhand.

The firm plans to introduce the offerings initially in 9 key states -- Delhi, Haryana, Madhya Pradesh, Punjab, Maharashtra, Rajasthan, Andhra Pradesh, Karnataka and Gujarat. It will deploy a two-tier distribution channel to reach out to 170 cities and build a strong consumer connect.