Intex Technologies Limited has launched its LCD and CRT television range, adding a new vertical to its portfolio that includes computer peripherals, mobile phones and entertainment electronics.
The New Delhi-based company registered a turnover of Rs 593 crore in 2009-10 and expects to clock Rs 1,000 crore in 2010-11 on the back of the new products.
Vinayak Kumar Lal, general manager (marketing), Intex Technologies, told reporteRshere on Wednesday that the television vertical was part of its long-term strategy to move up the value chain after gaining sizeable market share in DVD playeRsand multimedia speakers.
The four LCD television products are priced in the range of Rs 15,500 to Rs 43,000 and the six CRT televisions in the range of Rs 3,900 to Rs 7,200.
This was the first southern region launch for the product and second in the country after the first in the western region. North and East would follow this, according to Lal.
He said the television segment was expected to contribute around Rs 75 crore to the company’s revenues this fiscal, from an estimated sales of 90,000 units, a third of which would be LCDs. The mobile phone segment would add Rs 450 crore, peripherals Rs 300 crore and the PC segment Rs 100 crore, he said.
Intex was undergoing a brand transition from an IT hardware company to a consumer electronics firm, Lal pointed out. “Though we have been product-driven rather than marketing driven so far, we will shortly start a campaign in print and electronic media for our new products,” he said.