With the launch of as many as 23 new 'smart' digital cameras and camcorders, coupled with major marketing initiatives, Canon India Ltd is going all out to woo the market.

The Indian arm of the photography giant unveiled its new range of products at a well-attended function in Mumbai. Eight digital compact cameras, 10 digital video camcorders, a digital SLR, a compact photo printer and three specialised lenses were on display. 

The models encompassed a wide range of first-time features, from shock-proof and waterproof digital cameras to the 15.1 megapixel SLR that greatly impressed the many professional photographers present. It is priced at a little over Rs55,000, which the company claims is competitive in its range.

A senior photographer at the presentation pointed out that unlike rivals like former Indian market leader Nikon, the Canon's 'mount' is versatile. In other words, one can fit even the latest Canon lens onto an old camera, whereas in other cameras the lens has to match the frame.

Canon is already the leader in the market with a 54 per cent share. Now it is moving aggressively to expand this, as it plans to upgrade its showrooms and its presence in other retail outlets nationwide.

Speaking on the occasion, Kensaku Konishi, president and chief executive officer, Canon India said, ''Canon has made a conscious effort to bring the best in photographic equipment to consumers across categories. We pride ourselves on our expanded portfolio that will help to make lifestyle a reality for more people in India.''

Alok Bharadwaj, senior vice president, said, ''In difficult business environment, one thing which everyone needs is fun and entertainment. We at Canon believe that this should not be at the cost of technology and gadgets and hence are launching products which are feature rich, technology packed, high on style quotient and most of all value for money.

He said camera penetration in India is still low compared to its potential. He made comparisons with the much wider penetration of mobile telephony, saying that Canon was trying to increase the popularity of cameras to a similar level. ''People constantly look for upgraded technology in their cellphones, and they should feel the same about their camera,'' he said.

The company is also enhancing its online profile, with various purchase options and picture-sharing 'Canon clubs'. For example, Bhardwaj said, the India-specific Canon Edge programme already has almost 6000 members.'' 

He said in 2009, Canon had achieved a turnover of Rs13 crore, and the company has set an ambitious growth target of 30 per cent per annum despite the downturn.