Sansui lines up Rs 70 crore for marketing to double sales this fiscal

Japanese consumer durables brand Sansui is trying to double its sales this year. 

"We are looking at doubling our sales this year and are looking at selling 10 lakh units of televisions this year," Sansui Chief Operating Officer Amitabh Tiwari told PTI.

The company has earmarked Rs 70 crore for its marketing activities for this year.

It is eyeing around 50 % growth in revenue from its television business at Rs 2,500 crore this calendar year, a top company official said.

"We are expecting a revenue of Rs 2,500 crore this year. It was Rs 1,600 crore last year," he said.

The television market is estimated to be around 1.1 crore units and the company expects to have a market share of 10 % this year.

4K televisions contributed to 12 % of the company's sales last year and Tiwari said it is likely to increase to 18 % this year.

Asked if the lack of 4K content is a challenge for sales, he replied in the negative. "There is a roadmap for transmission to be coming in and maybe in 2-3 years time we will see a lot of channels getting introduced," he said.

He pointed out that when full HD televisions were being sold, there was no transmission with full HD content, but it moved very quickly to full HD.

"Sansui sells its products on e-commerce platforms and expects the online sales to be 6 % of the total sales this year from 4 % last year," he added.

"This year we will be investing around 18-20 % on digital advertising. It was 7 % last year.

"In 2017, probably 60 % would be on digital, because almost 72 % people who buy TV research online and it is easier to reach the younger generation through digital than any other medium," he said.