Sonata's Symphony ; the Titan Unit Is Targeting a Price-Conscious Segment. Its Latest Launch, Super Fibre Is a Step in This Direction; with Products All Priced Below Rs 550, It's Targeted at the Booming Youth Segment in Semi-Urban and Rural India.

Business Today › October 31, 2008

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Summary

Sonata's symphony has now turned into a war cry of sorts. The watchmaker, one of the three units within Titan Industries (the others being Fast Track and Titan), is looking to make aggressive inroads into the vast unorganised market that accounts for 27 million of the more than 42 million watches sold in India every year. Its latest launch, Super Fibre is a step in this direction; with products all priced below Rs 550, it's targeted at the booming youth segment in semi-urban and rural India. According to some estimates, watches priced below Rs 500 account for over 40 per cent of the overall watch market and is one of the fastest growing segments overall. With this aggressive price line, Sonata hopes to eat into this fast-growing but costconscious market.

Super Fibre will be available in 68 different styles across both analogue and digital offerings. Says Harish Bhat, COO, Watches, Titan Industries: Sonata's consumers are price conscious, but they increasingly want the latest styles and trends. Accordingly, we have made several innovations on materials (using ABS, a high-strength plastic, for instance) and design to try and appeal to this new fashion-conscious watch buyer. The watchmaker has made other innovations for small towns; unlike the elaborate packaging used in the branded market, Super Fibre watches are packaged in clear plastic boxes. We want consumers in the hinterland to make these watches (price range of Rs 275-Rs 550) an impulse purchase, says Bhat, adding, In small town India, Sonata competes with few national brands (with the exception of Maxima, perhaps), with most rivals focussed on specific states or towns.

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Sonata's Symphony ; the Titan Unit Is Targeting a Price-Conscious Segment. Its Latest Launch, Super Fibre Is a Step in This Direction; with Products All Priced Below Rs 550, It's Targeted at the Booming Youth Segment in Semi-Urban and Rural India.

But Sonata may not find the going easy. Besides competing with another national label in Maxima...

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