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Ms Sharmila Sahai

T.E. Raja Simhan

Chennai, July 5 Sennheiser Electronics, the €300-million German manufacturer of microphones, headphones and wireless transmission systems, will expand its dealer network in India to around 200 by the year-end from the present 78, according to Ms Sharmila Sahai, General Manager, Sennheiser India.

As part of its brand building exercise, the German company, which launched its India entity in February, will soon appoint a brand endorser (its global endorser includes pop singer Madonna) in India. The endorser will use the company’s product and recommend for the product while performing a show, she told Business Line.

The company will also participate in college festivals and associate with various music television channels, she said.

Ms Sahai said the size of the organised Indian audio industry (for headphones, microphones and wireless transmission systems) was estimated at around Rs 300 crore, and the unorganised sector could be of equal size. Sennheiser is planning to capture 10-12 per cent of the market share in the second year.

For the last six years, Sennheiser’s products were imported through Singapore and available in India via agents. The Indian entity will now import the products manufactured in Germany and Ireland. “Sennheiser brand is synonymous with high-end professionals like disco jockeys and broadcasters, but is to penetrate into the consumer segment,” she said.

Sennheiser Electronics India will focus on both professional and consumer product segments. In the professional sector, its wireless microphones for broadcast stations are well-known products, while headphones will be the key to drive the consumer part of the business. The company’s products are available from Rs 600 to Rs 35,000, she said.

According to Ms Sahai, consumers in India are looking at ‘noise cancelling and reduction’ headphones that work by reducing or eliminating unwanted sounds, and Sennheiser has such products, which use ‘noise guard’ technology.

Ms Sahai said Sennheiser is planning to set up a research and development centre in Singapore to study the local requirements of the Asian markets. People in each country have their own taste of products and colours. For example, Japanese people like pink colour, while Europeans do not.

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