The current size of the domestic CTV market currently stands at 6 million units. Of this, the lower segment accounts for 60 per cent market share. BPL has a 24 per cent market share in the total CTV segment.

The brand's national sales head Alok Arora told The Financial Express that the brand was looking at 45 channel partners across the country of which 30 dealerships were already finalised. During the fiscal, BPL will be manufacturing 2 lakh units of Evelux CTVs at its Bangalore facility.

Initially, the brand will be available in the 14 and 21 inches range and will be priced at Rs 7,990 and Rs 11,490 respectively. Later, the brand will be made available in 29 and 32 inches sizes as well, depending on market conditions, he said. Arora said that Evelux was originally an East European brand owned by the $100 million Evelux Electronics Ltd. Besides CTVs, the company manufactures and sells home appliances, electronics products, satellite receivers and convergence products in over 30 countries.

BPL Ltd had recently entered into a strategic tie-up with Evelux. This enables the company to manufacture and market its CTV products only in India.On the strategic advantage that BPL hoped to acquire by introducing a separate brand under its umbrella, Aurora said, "We do not believe in piggy backing. Evelux is a fully-featured brand and it can stand on its own feet with its own brand equity.'' He added that BPL had decided to have a ``smart street fighter'' brand at the lower end.

"There is a growing lower and lower-mid segment which looks either at a smart buy or at an upgradation from black & white to colour,'' Arora said. BPL has already launched its products in Maharashtra, Karnataka, Kerala, Andhra Pradesh, Tamil Nadu, Utter Pradesh and the North East.

On brand building activities that the company plans to take up, Evelux's AGM (brand management) Ganesh Kamath said that the brand will initially focus on strong in-shop merchandising activities including glow sign boards, cut outs and display stands. "Since the brand is mainly for the rural market, we will run advertising campaigns in the vernacular press, besides regional television and satellite channels," he added.