Date:17/03/2004 URL: http://www.thehindubusinessline.com/2004/03/17/stories/2004031701780600.htm

Back Car audio major Rockford entering India

Sudha Menon

Pune, March 16

AUDIOPHILES desiring that extra zing in their lives when they get behind the steering wheel can now look forward to some good times, what with car audio major Rockford Corporation of the US announcing its foray into the Indian market.

The company, which has planned a high-voltage launch, will enter the market with three of its brands through a distribution arrangement with speciality audio systems distribution company, Digimax India Inc, which currently distributes the high-end Monster Cables in India. Rockford Corp's products include a range of digital and analogue amplifiers, speakers, source units, CD changers and accessories.

Talking to Business Line on Monday, Mr John Lammers, Head of International Sales, said the company will launch the Rockford Fosgate, Lightning Audio and MB Quart to address the premium and economy segments of the market. "Increasing disposable incomes, exposure to a global lifestyle and the growing community of people who are willing to spend on things that they love has made India an important market for us," Mr Lammers said.

Rockford Corp's products will be made available in India through a chain of dealerships which will stock the products, Mr Zareer Porbanderwalla, who heads Digimax, said. "The brands that are being launched are niche ones that will appeal to the highly-evolved audiophile and we intend to grow our business by training car dealers in the fine art of demonstrating and installing these products in cars so that it adds value to the consumer's experience."

Customers will have to spend between Rs 3,000 and Rs 40,000 for the economy brand Lightning Audio (amplifiers and sub-woofers) and between Rs 14,000-Rs 60,000 for the Rockford Fosgate and MB Quart brands.

The products will be launched from Mumbai where the company plans to set up 5-10 dealerships in Phase One of its operations following which it plans to launch them in other metros beginning with Delhi and Chennai, Mr Porbanderwalla said. "We are right now building a demo car in Bangalore which will be equipped with the best systems that Rockford has in its portfolio and over the next few months we plan to take it to major markets where we will have road shows and participate in exhibitions which will directly appeal to the Indian audiophile," he said.