Riding on its new launches and an expansion of its channel network, Olympus aims to more than double its market share in India by 2017, Toshio Murai, Managing Director, Olympus Imaging India Pvt Ltd., said.
The share in all products, including camera and binoculars, would increase to 15 per cent from about 6 per cent now, it was learnt. The company's strategy for the future is to increase brand awareness through mediums such as movie associations, expanding its dealer network and strengthening its servicing. Deputy General Manager Bishwarup Mallik said Olympus Corporation, which had only a liaison office in India earlier, stepped up its presence in 2010 by setting up a wholly-owned subsidiary in Mumbai — Olympus Imaging India Private Ltd. He said opto-digital technology was Olympus' area of core competence and along with Cannon, Nikon and Sony it was the only other company to have its own lens in its cameras. Mr. Murai said this was a technology product which has had a successful global launch. PEN series, priced at upwards of Rs.28,999, seeks to replace the professional camera. “The launch of the PEN series will help us catch up with our competitors,” Mr. Murai said.