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Germany's Loewe to join BPL to sell high-end TVs

Germany's television and multi-media giant Loewe AG plans to enter the Indian market in a joint venture with electronics major BPL Ltd for marketing its high-end television.

"The products will be marketed under the Loewe-BPL brand in the country," said D Kebschull, director of Delhi-based Indo-German Export Promotion Project.

The Loewe brand offers digital TV, Internet access, plasma screens, real flat screens, VCRs, DVD and audio products and systems. Its recent joint venture with Sharp in LCD TV sets has given it more technology edge.

During a talk on consumer electronics in the Indian capital, Loewe AG board member Gerhard Schaas said as per the agreement, BPL will market Loewe flat color television in the price range of Rs 80,000 to Rs 150,000.

Loewe's average television sells for DM 1,000 higher than the average product in the German market.

Loewe's main focus this year will remain the continuing expansion of its exports and multimedia activities, said Schaas.

The company is looking to India and Singapore this year to leverage its overseas expansion with a richer product mix. Loewe's successful overseas markets include Switzerland and the Netherlands, where it has a market share of about 10 per cent as against 14 per cent in Germany.

The forthcoming International Funkausstellung (IFA) fair beginning August 25 at Berlin will see the launch of several new products from Loewe, including improved modular multimedia platform, MediaPlus (Internet access, Dolby surround and digital sat TV modules).

The German company is also in talks with Indian software companies to develop software modules for future TV sets.

Indo-Asian News Service

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