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BPL launches PRO FX range in Mumbai

MUMBAI: BPL Ltd, on Wednesday, announced the launch of a high-end audio entertainment brand, PRO FX in Mumbai, where it has set up its second exclusive PRO FX outlet.

The PRO FX range of products include audiophile quality speaker systems, amplifiers, AV receivers, hi-fi separates and components for home theatre systems ranging between Rs 30,000 and Rs 3,00,000 for top-end systems, mixers and consoles.

``The products are aimed at the high-end segment of the luxury market and within a year, we expect to garner at least 25 per cent to 30 per cent of the luxury audio market, which we estimate at Rs 40-50 crore,'' said Mr A Nambiar, Chairman and Managing D irector, BPL Ltd.

``Within the year, we hope sell more than 15 pieces a day to start off,'' he added. BPL has acquired technology from Denon, Japan, for the products and will pay royalty to the company depending on sales. BPL has already spent Rs 15 crore on R&D and devel opment of the products.

The company, which has allotted Rs 1 crore as ad spend for the brand for the year, intends adopting a direct selling marketing strategy with testimonial and endorsement marketing.

BPL also plans to open two more outlets in Delhi and Chennai before targeting the mini metros. -- Our Bureau