In what may create a fresh round of price wars in the Indian market, BenQ, the $5 billion Taiwanese electronics company, is entering India with its low cost mobile phones, flat televisions, digital cameras, notebook computers, scanners, LCD monitors and other computer accessories.
BenQ (short for bringing enjoyment n' quality to life), owned 20 per cent by Acer of Taiwan, has earned a reputation of being an aggressive price warrior and is expected to introduce its products at lower prices in the Indian market.
The company's chief executive K Y Lee will be in India next week and will finalise the company's plans.
"We are positioning our products as high on technology in the Indian market," said Ashish Bakshi, country head (Indian operations), BenQ.
BenQ, which was carved out of Acer in 2001, is the second largest LCD display maker in the world, after Samsung of South Korea.
It is the world's largest maker of scanners and the fourth largest maker of CD-ROMs worldwide. It is Taiwan's largest producer of cellular phones, straddling both GSM and CDMA platforms.
According to Bakshi, the company would soon embark on an exercise to develop its brand in the Indian market, though its computer accessories have been available in the market for a while.
"We want to offer the range of products we have in the Indian market. Besides, we are starting the efforts to establish the brand here," he said.
The company would be launching two models of its mobile phones in India by the end of next month. According to Bakshi, the two models would be priced lower that the competitors models available in the market now. Besides, the company will also be launching its notebook computer called Joybook in India.
When asked about the company's plans to manufacture its products in India, he said that the company would take a decision on it depending on the volumes its products generate in India.
"We have multiple products and the decision to manufacture here in India depends on volume the product can create. Depending on this, we will take a call on which product to manufacture here," said Bakshi.
BenQ now has manufacturing facilities in Taiwan, China, Malaysia and Mexico. The BenQ Group comprises of eight companies and focuses on areas like digital media, network display, imaging network and networking and communications.
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