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Mumbai , Oct. 7

KODAK India Ltd has launched the EC 100, a 35 mm camera for amateur beginners, with user-friendly features at a price tag of Rs 895. The camera, with an all-time flash and a big viewfinder, comes with a two-year warranty.

The launch is supported by an ad campaign that emphasises the camera's good looks and ease of use; created by Ogilvy & Mather Advertising, the ad is currently on air. Since the first Kodak camera was launched in 1989, Kodak has sold 4 million cameras in India, making this the biggest market for Kodak cameras in the world, according to Mr Richard Fleming, Business Manager, Kodak Consumer & Professional Imaging Group, South Asia. With the aim of bringing new users to the category faster, the company will continue to introduce easy-to-use and affordable cameras that are easily accessible and provide world-class quality, he added.

All cameras will also come with a two-year warranty and be supported by advertising that is based on local insight.

"Styling and affordability are what consumers say they want from a camera that is easy to use and takes great pictures," said Mr Fleming at the launch in Mumbai. "Indian consumers want to be seen with good-looking products, as they want to express their individuality and achievements through products they use and own."

Given that 90 per cent of homes do not own a camera, Kodak aims to grow camera ownership with its new products, and aims to sell a Kodak camera every 30 seconds by 2004, and one every 20 seconds by 2005, Mr Fleming said.

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