Mirc Electronics to launch new campaign

Mirc Electronics, manufacturer of the Onida brand of consumer durables, plans to invest Rs 100-120 crore on a new umbrella campaign for all its portfolio products to help consolidate its market position.

The company is also expanding operations this year with new products, widening its manufacturing base and aggressive marketing.

Mirc will introduce a new line for LCDs and DVDs at its Roorkie plant and intends to invest around Rs60 crore in this facility.

Mirc Electronics has two other plants, one in Wada (Maharashtra) and another in Noida.

The manufacturing base is being expanded for washing machines and it will After successfully incorporating Qdeo video processing technology (a high-definition technology which improves picture quality) into its first LCD range in India, Mirc plans to incorporate this into a new range of DVD players, too.

Last year, the company entered a strategic partnership with the US-based communications and consumer silicon solutions provider, Marvell, to bring the Qdeo video processing technology to India. The new range, called Atom, will be launched by July.

Qdeo technology, developed by Marvell, is known to deliver natural video, free of artifacts and noise, enhances the colour and scales all video inputs into a high-definition format.