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BPL's top-end audio line hits the shelf

Our Bureau

MUMBAI, Sept. 13

BPL Ltd on Wednesday announced the launch of a high-end audio entertainment brand, PRO FX in Mumbai, where it has set up an exclusive PRO FX outlet. This is the second outlet after Bangalore.

The PRO FX range of products includes audiophile quality speaker systems, amplifiers, AV receivers, hi-fi separates and components for home theatre systems in the price range of Rs 30, 000 to Rs 3 lakh for top-end systems, mixers and consoles.

``The products are aimed at the high-end segment of the luxury market. Within a year, we expect to obtain at least 25-30 per cent of the luxury audio market, which we estimate is worth Rs 40-50 crore,'' Mr A. Nambiar, Chairman and Managing Director, BPL Ltd, told a press meet.

``Within a year, we hope sell more than 15 pieces a day to start off,'' he added.

BPL has acquired the 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 research and development of the products.

The company, which has allotted Rs 1 crore as ad spend for the brand for the year, intends adopt 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.

Pic.: Mr. Ajit G. Nambiar, Chairman and Managing Director, BPL Ltd, announcing the launch of Pro FX, a high-end audio entertainment brand, promoted by BPL, in Mumbai on Wednesday.

Pic. credit: Paul Noronha