After consolidating its position in the mobile handset market, Samsung Electronics is now focussing on the Indian camera market that is growing at over 30 per cent annually and is likely to touch 40-lakh units by the end of this year.
The Korean consumer electronics major is planning to introduce new feature-rich cameras, particularly in the entry-level segment from where major sales are coming. “We have already launched 12 new models this year, seven of which are below Rs.10,000. Our entry level digital camera now starts at just Rs.5,999 that is aimed at capturing the mass market. We will soon introduce more cameras to take on competition. This new strategy will help us gain considerably in the fast-growing Indian camera market,” said Samsung India Head (Audio Video Business) Raj Kumar Rishi.
Pointing out that Samsung was aiming at 15 per cent market share by the end of 2011, Mr. Rishi said the growth of camera market had been exponential in the past few years and had surpassed all expectations.
“Initially, we were more focussed towards hi-end digital and SLR camera market... we have now realised that high-volume segment will drive sales. Notably, 80 per cent of the total camera sales today come from the sub-Rs.10,000 segment. Keeping this in mind, we have not only become cost-competitive but have also introduced innovative features even in the entry-level cameras,” he said.
“We are opening more brand shops besides increasing our presence in the multi-brand retail stores. The effort is to increase visibility. We are also strengthening our pan-India sales and service network to take on competition,” Mr. Rishi said.
