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Sennheiser electronic launches Indian subsidiary

Sennheiser electronic launched Sennheiser Electronics India Private Limited in February 2007. The occasion was attended by several high-level delegates including Karin Sennheiser, shareholder of Sennheiser GmbH & Co. KG, Germany. A scintillating sarod performance by young maestros Ayaan & Amaan Ali Bangash, using top-end Sennheiser equipment marked the brand’s entry into the Indian market.
Describing the India launch as an important milestone in the history of Sennheiser, Volker Bartels, President Manufacturing & Logistics and speaker of Sennheiser electronic's Executive Committee, said, “This is a proud moment for Sennheiser, as we bring our long standing heritage into India — the world’s fastest growing economy and a key potential market on the global map. Sennheiser products are known for their highest standards of quality in manufacture, innovation and award-winning technology and we are extremely happy for this opportunity to provide our Indian customers the very best in the consumer and professional audio segments.”
Based in New Delhi, Sennheiser Electronics India will be a hundred percent subsidiary of the parent organisation. The company has already appointed a core team of eleven in the country, headed by Sharmila Sahai, General Manager, Sennheiser Electronics India Private Limited.
In its first year, the company plans to focus on establishing the brand in the Indian market, building all spheres of the business, and extending the distributor network across India. The following phase will encompass driving growth and profitability and expanding the team, including the set-up of additional offices and after-sales service centres. Post establishing a firm footing in the market, the company will move into a more evolved phase of enhancing the value of Sennheiser in this region, driving market share and broadening the product range in the country.
On the occasion of the launch, Sharmila Sahai, General Manager of Sennheiser Electronics India, said, “The size of the Indian audio industry is estimated at Rs. 2850 million. We hope to capture 7 % of the market within the first year of our entry. The Sennheiser brand is synonymous with high-end international quality products and our objective is to reinforce the Sennheiser brand image within the professional audio market and create brand awareness in the consumer segment.”
Sennheiser Electronics in India will focus on both its professional and consumer product segments. In the professional sector, wireless microphones for broadcast stations are among the most important products, while headphones will be the key to drive the consumer part of the business. Sennheiser India will follow a competitive pricing strategy and deliver its customers full technical and after-sales support.
The current key target markets for Sennheiser in India include the key metros of Mumbai, Delhi, Bangalore, Chennai and Hyderabad which constitute of core target audience groups in the broadcast, film, event management and aviation sectors. The company will drive its products through existing distributor relationships and other system integrators. Sennheiser India plans to invest 10% of the total company turnover in marketing efforts to penetrate the market and increase its reach.
Sennheiser India is also conducting a Road Show in Mumbai on 17th and 18th February 2007 at the Renaissance Hotel & Convention Centre, Powai, Mumbai, including a Live Mixing Workshop on the 18th February for professional sound engineers, held by Gregor Zielinsky, a Grammy-winning sound engineer from the Sennheiser head office in Germany.
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