Sources at Akai India, the joint venture company between the Videocon Group and Akai Electric Co, told The Financial Express that the company intended to move up the positioning of the brand a few notches, to place it in the mid-to-top segment of the market.

``Akai needs to be seen as an aggressive brand. However, it deserves more than price positioning as it has some of the most advanced digital products,'' Akai India sources said.

Akai Electric gained a technological edge in digital products after parent Semi-Tech acquired Finnish telecom major Nokia's consumer electronics arm. The Indian company now expects to tap the technical strengths of the Finnish arm to bring in top-of-the-line products.

``We will upgrade the positioning of the brand by bringing in some of the hi-techproducts such as the plasma televisions from the Akai's global portfolio. Besides, we plan to change the communication for the brand to lend the brand a more premium image.''

Sources further added that the joint venture company would not tamper with the price position of the brand. Akai has so far been seen as bargain brand in the televisions market, even though the former distributor, Baron International, had projected it as a mid-segment brand during the last three years.

The yen 85-billion Hong Kong-based Akai Electric had entered into a 30:70 joint venture with the Videocon group mid-March in an effort to launch its direct and independent operations in the country. The joint venture company had then announced plans to introduce new product concepts in the country soon.