MUMBAI: With Central Government government announcing a reduction in the custom duty, Sony India has decided to slash its product prices.

The company announced a five to 16 per cent reduction in prices across specific product.
 
 
The price reduction in maximum retail price will be in the range of five to 10 per cent for the WEGA flat screen colour televisions, eight to 10 per cent for Sony Hi – Fi systems and eight to 16 per cent for camcorders and digital still cameras.

Says Sony India pvt ltd, CAV division, sales head, Mohit Parasher, “Sony India aim’s to ensure that its products retain their international edge on quality and technology while ensuring that they remain a value for money purchase. Our new pricing strategy will make our WEGA televisions, Digital Imaging products and Hi Fi systems available to a larger consumer base in India. The duty cuts announced by the government earlier this year have also made it easier for the company to pass a larger price benefit to its consumers.”

The new price strategy being implemented, Sony WEGA 21 inch flat CTV will be available at Rs 12, 990, while the Sony Hi Fi systems range will start from Rs 15, 990 onwards, says a company release. As for the camcorders, the retail price will be at Rs 22, 990 and digital still cameras will begin at Rs 14,990.

Set up in India in 1995, Sony Corporation, Japan's subsidairy, claims that it has always enjoyed tremendous brand equity in India and with the current drop in prices the brand can get closer to a wider range of customers.

The company network currently comprises of 1900 dealers and distributors, 37 Sony World outlets, 42 Sony Exclusives and 12 direct areas (four Metros + Jaipur, Bangalore, Chandigarh, Lucknow, Pune, Hyderabad and Cochin). It has all India service presence with 5 company owned service centres and 97 authorised Service Centres.