The $9-billion Seiko Epson Corporation is set to challenge Citizen's Indian market leadership in crystal products for watches.
The first breakthrough for Seiko has come in the form of a 'trial order' from Titan Ltd for its slim-line range of watches. Titan, for years, has been using Citizen's crystal products for its watches.
Seiko is also talking to Ajanta Quartz and others for marketing of crystals. It is also eyeing direct manufacturers of clock movements in India which go with the crystals. Sources in the company said they're talking to one a Mumbai firm, Copwud in this regard.
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Seiko's Ind-ian strategy also includes weaning away small and medium-sized watchmakers from depending heavily on imports from Taiwan for cheaply priced quartz crystal.
The corporation, whose quartz device division has established a separate unit for marketing watch crystals, plans to woo local watchmakers by providing maintenance and service support soon.
The Indian market for quartz crystal is estimated to be 20 million pieces a year. Of this, Citizen has a share of 30-35 per cent, selling six million pieces a year. The world market for quartz crystal is now dominated by Citizen, KDS and Seiko.
"Our quartz crystals are small in size and has high-density mounting facility," said Seiko sources. They added that its wide operating temperature range of minus 40 degree centigrade to 85 degree centigrade can be an advantage in Indian conditions.
Moreover, Seiko plans to make its quartz crystal attractive to Indian watch makers by making them pre-programmable for MHz up to 40 days in advance. The Japanese corporation has been a pioneer in LCD technology since 1973, when it introduced the world's first quartz digital watch. Its product line-up includes LCD panels and modules for use in appliances, PCs and instrument panels for automobiles.
Seiko has also commenced its operations for its 'devices and components' division in India recently and is all set to compete with other established majors like Siemens Nixdorf in this arena.
The first breakthrough for Seiko has come in the form of a trial order from Titan for its slim-line range of watches. Titan, for years, has been using Citizens crystal products for its watches.