labels: sep_1999, moser baer india, advertising/branding
Moser Baer India launches optical disk drives; aims to capture 20-per cent market news
11 September 2007

Moser Baer India Ltd has launched its optical disk drive (ODD) ie combo drive and writer, which also marks the company''s entry into the PC peripherals industry. The company in partnership with Taiwan''s Philips & Lite-On Digitil Solutions tarp, the world''s largest OEM / ODM optical disc drive manufacturer has Launched ODDs in India under the brand, "Moser Baer-Lite-on".

Speaking on the launch Bhaskar Sharma, executive vice president of the company, said, "The launch complements our existing optical media business and we are hoping that by leveraging our established strong brand equity we will emerge as a front runner with a significant market share in this segment too."

After having established itself as a global leader in the high technology manufacturing and the global blank optical storage media industry, the company is now leveraging upon its existing synergies, established brand equity and large distribution network in the domestic market to enter the PC peripherals market.

Currently the IT vertical industry (PCs and Notebooks) is pegged at Rs20,000 crore and the PC peripheral industry is worth Rs12,000 crore. Moser Baer has an ambitious target to capture 20 per cent market share of the current market size of five lakh units per month with its entry into the ODD market in the form of combo drives and DVD writers.

The company is already a major player in the USB drives and memory cards market. Its latest endeavour into PC peripherals will further help in strengthening its position in the industry. The entry into the PC peripheral industry is a logical extension to its existing strategy in India.

The Moser Baer brand is recognised for high quality products, which the company now plans to extend into the fast growing PC peripherals market in India, given its credibility amongst the drive manufacturers. The company plans to enter this market by launching products in five metros and create a niche for itself.

According to Deepak Puri, chairman and managing director, Moser Baer India, "It has been our constant endeavour at Moser Baer to reach out to our potential and existing target customers with high quality products in various segments. We see a lot of potential and latent demand in the PC peripheral market in India and Moser Baer will carve a niche for itself in this segment too.

"Our commitment towards providing our products that are high quality and value additive, have always heights in our existing and emerging businesses of blank optical photovoltaic to entertainment and now to PC peripherals."

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Moser Baer India launches optical disk drives; aims to capture 20-per cent market