German audio devices and accessories maker Sennheiser, known for its premium products and global uniform pricing strategy, recently introduced low-price offerings in India.

The company’s audio devices include earphones and headphones, headsets and microphones.

It is also setting up standalone ‘Sennheiser outlets’ in India. The first outlet will be opened in Kolkata. The new products, priced between Rs 1,000 and Rs 1,500, compete with Sony and Panasonic (which are priced upwards of Rs 500).

The headsets and earphones will be partly manufactured in Sennheiser’s plants in Germany and Ireland, and, assembled in China.

Currently, Sennheiser’s global offerings are priced between €20 and €1,000, comparable with those of Bose, Beats and JBL.

According to Eric Denise, Group Vice-President, Sales - APAC, Sennheiser, the India-specific pricing is a departure from its existing pricing strategy.

“The idea (of differentiated pricing) is to create brand awareness and also preference for Sennheiser; especially, in a market where we foresee the future growth opportunities,” Densie told Business Line .

Standalone stores “Standalone stores are a part of our strategy to allow people to experience the difference in sound quality between us and our competitors. Thus, the standalone stores especially in regions where we are a relatively new entrant,” Gunjan Srivastava, Managing Director, Sennheiser India, said.

Sennheiser India, a wholly-owned subsidiary of Sennheiser GmBH, has been operating here through distribution channels and shop-in-shop formats over the last seven years.

The company is looking to add new standalone stores – at least one – across Bangalore, Delhi, Mumbai, Chennai, Pune and Ahmedabad over the next two-three years.

Standalone stores will display the entire range of Sennheiser offerings and will be franchise-owned.

abhishek.l@thehindu.co.in

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