Sony, Hitachi and JVC to tap the Rs 25,000-cr electronics market.

The Japanese firms Sony, Hitachi & JVC all set to strengthen their presence in India by targeting niche categories and expanding their reach to tier-2 markets.

As of now, Korean companies such as LG and Samsung have dominated in the Rs 25,000-crore consumer durables market in India. Japanese firms are now set to compete with them in consumer electronics market.

Pioneer Corporation, on the other hand, is targeting the Indian in-car entertainment market and plans to sell about 200,000 units of a range of products, including audio units, amplifiers and speakers, in 2008.

Sony & Hitachi have already got into big competition in Home Audio & Video with their LCD TVs. JVC, on the other hand, plans to establish itself as a specialist brand in entertainment products. Hitachi is contemplating several marketing communications and distribution channel initiatives to reinforce the premium/niche positioning.