Oxygen for the devil

ZOOMING IN

THE DEVIL IS back again. Mirc Electronics, makers of the Onida brand of televisions has just launched another sub-brand "" Oxygen.

Together with Oxygen, Onida now has a total of three sub brands including Onida Black (a range of flat TVs and the home theatre range). In addition to Onida, Mirc also has another brand "" IGO "" to cater to the rural market.

What does this mean for Onida? Well, the company is having a tough time in the fast growing but bitterly competitive marketplace. It has barely been able to hold on to its 11 per cent market share over the last three years.

Even though the CTV market has been growing at 20 per cent Onida hasn't been able to grab a bigger chunk of it. Says Pratap Singh, head of marketing at Mirc, "Our share has not increased because we are not focused on the lower end of the market, which is where the real growth is."

Adds Singh, "Once in two years we launch a sub-brand that is product differentiated. Oxygen includes the flat screen as well as the sound technology combined with aesthetics. There are currently four models in the Oxygen range - two are flat screens and two are conventional in the 21in and 20in range.

The key difference between Oxygen and the Black range is the TV cabinet and styling. The 29-inch flat screen in the Oxygen range priced at Rs 32,990 comes with a stand for the TV as well. The 21in model costs Rs 15,990 and the stand is extra.

Compared to this, the Onida Black 21 inch is priced at Rs 17,990. Singh claims that there won't be any cannibalisation between the ranges, but the 29 inch Onida Black model will be withdrawn from the market nevertheless.

"The Oxygen range is targeted at replacement customers who are looking at aesthetics along with technology," says Singh. In the pipeline are three new models in the Oxygen range which will hit the market shortly. Keep watching the small to figure out if Oxygen is enough to make the devil smile.

A lighter touch

FIRST THERE WAS Fair & Lovely which carved out a new niche for itself in the beauty products business. Then came the Fair & Lovely imitators which also promised to turn dusky damsels into fairer-skinned maidens.

Now Fair & Lovely is trying to capitalise on its premier position in the fairness business with a new range of cosmetics that all hold out the promise of a lighter touch for ladies.

The Perfect Radiance range is divided into three main groups "" cleansing, daily care and special care. All 12 products claim to maximise skin-lightening efficacy for visibly radiant skin and are in the form of scrubs, cremes, gels and lotions.

The products are priced between Rs 79 to Rs 225 and are currently available in select stores in Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad. The company plans to soon launch the products in Punjab.

The packaging of the products is international looking and the company describes the products as "premium skincare solutions". However, the pricing is mid-market when compared to products such as Kaya Skin Care or even the skin care products under Lakme, which is another HLL brand.

FMCG giant Hindustan Lever which owns the Fair & Lovely brand has an 85 per cent market share in the Rs 720 crore fairness cream market. Will this new range give its balance sheet an even better radiance?

Singapore's star turn

WHAT'S THE HOTTEST destination for Bollywood stars and small screen serials? Almost certainly Singapore which has just hosted the glittering annual Indian International Film Academy (IIFA) Awards. If that isn't enough several touristy episodes of Jassi Jaisi Koi Nahi have also been shot on the island.

Why are the movie and serial makers heading for Singapore? One reason is because the island is selling itself furiously and this is all part of a strategy worked out by the Singapore Tourism Board to, "attract the very important Indian market," as Edward Chew, manager, International Group, Singapore Tourism Board puts it.

Sony television showcased the city very prominently in two of its shows. While the curtain-raiser of IIFA awards "" that drew the entire Bollywood community to Singapore "" presented the Singapore city into our living rooms with Bollywood stars offering sound-bytes like Vivek Oberoi, "It's the first time in my life that I've come to Singapore and I simply luurve the city."

Meanwhile, Jassi Jaisi Koi Nahin stayed on the island for nearly five episodes recently. In the serial the main protagonist Jassi, her boss Armaan and her best friend Nandu take the flight to Singapore to strike a business deal.

All the episodes showcased Singapore, beautifully showing off the typical tourist landmarks and all the characters are shown to be awed of the city. "Jassi, look at this city. It's so pretty," says friend Nandu in one of the episodes while taking a round of the Botanical Gardens.

"Production houses like Balaji Telefilms and an increasing number of film directors are showing a keen interest in shooting their serials and films in Singapore," says Chew.

Balaji Telefims had recently shot some of the episodes of Kahaani Ghar Ghar Ki in Australia. In the past they've even shot episodes of Kyunki Saas Bhi Kabhi Bahu Thi... in Australia. "Very soon some of their serials will be shot in Singapore," says Chew.