Sony starts `Bravia' production in India

Sony India today commenced local manufacture of its premium `Bravia' television on OEM partnership with Competition Team Technology (India) Pvt Ltd in Sriperumbudur, Tamil Nadu.

To begin with, Sony said it will be manufacturing two models, both Android TVs in the initial phase. The first shipment of the product out of the facility commenced today.

The company expects local production of Bravia television to boost sales allowing it to cater to the overwhelming demand of Sony TVs for the Indian customers. Sony said it has reviewed all aspects of its manufacturing operations, market situation and other factors such as product life cycle, lead-time and costs to ensure that the company remains competitive.

Commenting on this development Kenichiro Hibi, managing director, Sony India, said, ''India has been an important strategic market for Sony and this development underlines our continued commitment to this market as well as our alignment with the Government of India's 'Make in India' programme.

''We see huge potential in the TV business as conversion from CRT TV to LCD TV by Indian customers is expected to accelerate over the next few years. There is also very high demand for technologically advanced products such as 4K and our newly launched Android TVs. Keeping in mind this buoyant demand from customers in this market, it is likely that a big chunk of TVs sold in India may originate from this unit in the future,'' he added.

Bravia is Sony's highest selling brand and contributes more than 40 per cent to the overall sales of Sony India. With products now being manufactured locally, Sony plans to perfect its TV business operations in India and further strengthen its marketing and distribution channel.

In FY14 Sony clocked sales of Rs10,600 crore.