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Bose not keen on India manufacturing base; eyes software development

Bose Corporation of the United States has decided against setting up a manufacturing base for audio systems in India, but is keen on exploiting India's strengths in software development and product design.

The company is also working towards increasing its retail network in India and is planning to set up more brand shops, Rakesh Pandey, head of business development for Bose Corporation in India, said.

''We have to look at India's strengths and try to exploit it to our best interests. There is no point setting up a manufacturing base in India for such low volumes. Moreover, we maintain economies of scale by using a single source for over a million or two million units,'' Pandey said.

The company is planning to capitalise on the country's growing strengths of software development and product design. However, no concrete plans on the same have been drawn up as yet.

For the present, Bose Corporation has decided to expand its network to other cities in the country. ''We have shortlisted Bangalore, Bombay and Hyderabad for setting up the next centre but the final destination will be finalised over the next few months,'' Pandey added.

Bose is also not keen on tapping the high growth original equipment manufacturers segment for automobiles in India with its lifestyle products. ''The world over, we do speaker assemblies as original equipment for several car majors in their middle and lower end models. However, we have not yet decided on addressing this segment in India as yet.''

Bose Corporation is currently selling lifestyle systems in India which includes complete music systems and home theatre audio systems. It also sells the Acoustimass series of speakers and the Bose quiet comfort acoustic noise cancelling headsets. The products are priced in the range of Rs 18,900 to Rs 215,000.

While majority of its sales in the country have been to institutions, Bose is also working towards increasing its household clientele.

UNI

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