Sonata watches plans more sub-brands

Sonata, the Rs 300 crore watch brand of the Tata group, for the first time, is looking at segmenting the market to ensure more sales growth for the brand.

Sonata operates in the sub-Rs 1300 watch market.

Speaking to Business Standard, Rohit Arora, regional sales manager of Sonata, said, "So long we have had several products under the Sonata brand and have operated as one brand catering to all segments. Now we are thinking of several sub-brands and extensions."

Arora added, "We are planning to segment the market according to consumer profile and preferences. This would enable consumers to find tailor-made products for different moods and age profile. For Sonata, in turn, it would ensure higher sales as consumers will have more customised variety to choose from."

By next financial year, Sonata is exploring the possibility of launching a customised women's brand in the sub-Rs 1300 category.

In extensions, the women's brand could further have extensions that would include a range for the working women, one for the teenagers, etc.

Sonata is also looking at launching a pair for couple, again in the sub-Rs 1300 category, informed Partha Pratim Mukherjee, regional retailing - east of Titan. This would make consumers opt for Sonata for gifting purposes also. The watch pair for couple will be aimed at wedding seasons.

Sonata also launched the 'Yuva' range to tap the 20-35 years young customers, segmenting the market further. All its new brands will be partly imported and about 40 per cent of the range will be manufactured at its plant in Hosur in Tamil Nadu. Sonata also recently launched its "Super Fiber" collection targeted at 'non-users' in the rural segment.

In the last six months of its launch, 'Super Fibre', which costs between Rs 275 and Rs 350, sold around 1.5 lakh units.

The 'Super-Fiber' collection has straps made out of PU (polyurethene).

The overall market in India is estimated to be around 36million and market for plastic look watches is estimated at 4.5 million units annually.

The rural market comprises around 45 per cent of the watch segment.

According to a survey conducted by the company last year, focusing on Uttar Pradesh, Gujarat and Madhya Pradesh belt, there is a huge untapped market for economy watches in the rural areas.

The plastic watch segment is chiefly dominated by unbranded players.

Sonata sale in the rural area is around 60 per cent now, said Mukherjee.

For this financial year, Sonata is expecting to close at Rs 350 crore.