Jamo, which is a leading brand in Europe, had earlier this month announced its intention to introduce its entire range of 270 products in the Indian market by September this year. Rakesh Pandey, Business Development Manager, India, Bose Corporation, said it would not be affected by Jamo, nor did the company intend to drop prices in the wake of Jamo's entry.

Set up in 1996, Bose Corporation India Ltd is the Indian subsidiary of $ 950 millionUS-based Bose Corporation, the leading audio products company. As part of its India strategy, the company set up its first exclusive store in New Delhi in 1998. Besides the US, where it has 50 exclusive stores, the company does not have exclusive stores in any other country.

It has 16 international subsidiaries but functions only through dealers. However, in India, it has no intention of getting into dealerships and plans to open more exclusive stores across the metros over the next few years.

In keeping with its global practice, the company will continue to use behind-the-scene brand-building activity for its hi-end range. Says Ratish C Pandey, Controller, India: ``Globally also we have no tradition of advertising. We depend mainly on demonstrations and word of mouth publicity.

"We expect the brand's equity to work for it.'' A helpful tool to achieve this is the Auditioner Audio Demonstration system, set up at its store which allows consumers to sample the sound system before it is actuallyinstalled.

``Training is also very essential in our scheme of things, since we provide acoustically customized automotive systems. The challenge is getting experienced staff, providing the necessary training and support structure,'' says Rakesh Pandey. A 35-year old brand globally, Bose lays great emphasis on R&D and is the largest manufacturer of home stereo loudspeakers, high-end integrated music and home theatre systems and customized automotive systems.

While declining to reveal sales turnover in India, Pandey insisted the company was ``performing well.'' Functioning primarily in the field of professional sound systems, it basically targets institutional projects. In the lifestyle segment, its products include top-of-the-line music systems and home theatre systems.

Its major institutional projects in India include installing sound systems at Agra airport, Oberoi Hotel, Kamani auditorium, Delhi, the Hewlett Packard office, and more recently, the British Airways office and ICICI office.The AcousticWave Music System, series III is a portable, compact all-in-one stereo system based on the Bose patented waveguide technology, providing the same clarity, depth and lifelike reproduction of a large component system.

It includes an AM/FM stereo tuner and CD player and a credit card-size remote control. It also has provisions for attaching the TV, VCR or microphone. Says Pandey, ``We follow a common international price in all markets, the only difference being the taxes and duties that differ from country to country.''