Sara Elgi plans convergence foray

By SiliconIndia   |   Wednesday, 26 November 2003, 08:00 Hrs
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CHENNAI: The Rs 400-crore, Coimbatore-based Sara Elgi group is making its foray into the emerging convergence space through its IT arm, Elgi Software and Technologies (eSTEL), which was established four years ago.

Till date, eSTEL has spent Rs 12 crore on R&D to design and develop ‘information appliances’ for market segments like home, hospitality, healthcare and e-governance. It plans to launch a suite of convergence devices under the brand name ‘eSTEL-Macrocomm’ early next year.

“For Indians, convergent products have either been too expensive or they have not been functional enough to be relevant to people’s lives. eSTEL will be the first company in India to make a serious attempt to provide the common man seamless access to information, communication & entertainment through a single, uncomxplicated electronic device,” said Mr Dinesh Shyamsundar, COO, eSTEL.

The company is planning to opt for experimental and direct marketing methods to attract consumers, as the market for convergence products is still at a nascent stage.

To begin with, eSTEL would market its product in south India through its own marketing network. The company is also eyeing the huge market for contract manufacturing for large multinational companies.

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