BPL has sourced the core technology from Denon of Japan and the equipment is made using the proprietory APTEM speaker technology. BPL has invested approximately Rs 15 crore towards manufacturing and testing equipment exclusively for PROFX.

As part of its retailing initiative, the company is setting up completely owned outlets called ``Global Theatres'' in Bangalore, Chennai, Delhi and Mumbai. Outlets across the mini metros will also follow shortly.Speaking on the brand, BPL chairman and managing director Ajit G Nambiar told the media that in keeping with its plan to be a key player in the top-end exclusive segment, BPL was treating PROFX as a separate entity and was strategically de-linking the brand name from the product.

``The product will have the credibility of the BPL brand but will co-exist as a separate entity at the high end of the market along with the regular BPL products that are available across the small, mid and top-end segment,'' Nambiar said.

Speaking on the brand, the company's corporate brand management head Anand Narasimha said that the strategy was to offer the best in class technology across all its products to the customers.``For our televisions we have Sanyo technology, while for PROFX speakers we have Denon and Toshiba for our DVD technology. We are looking at offering world class technologies across all our products,'' Narasimha said.

While the PROFX products will be offered on a modular as well as a complete system basis, BPL will also bundle some of its top end products like the plasma televisions together with the system.The focus is primarily on two main segments of users -- SOHO (small office home office) segment and the professional market for integrating specific systems to suit requirements.In addition to the products, BPL will also offer a package of services with the product like site evaluation, professional acoustic recommendation, custom installation, finance, insurance, etc.

``There are no key Indian players in the market to cater to this segment while foreign brands are not directly present. This market is roughly estimated to be around Rs 50 crore per annum and we are looking at gaining 25 to 30 per cent of the market share within the first three years,'' Narasimha said.

BPL plans OEM alliances for speakers
Following the entry of BPL into the high end upmarket audio segment, the company is looking at bringing in the technology to manufacture other high-end audio-video products like digital jukeboxes and multiformat digital audio/video players, etc, under the PROFX brand. While working closely with audio technology majors like Denon and Pioneer, the company is also considering OEM alliances for its speakers with key players.

Incidentally, Denon was currently in talks with the company to outsource BPL's PROFX speakers, Nambiar said. As part of its thrust on e-tailing, BPL was also set to launch its e-commerce enabled site which would offer its entire range of products for sale online, he added. The site, currently under construction is likely to go on stream by October.