MUMBAI: After co-branded with Swipe and Micromax to sell mobile handsets and tablets in the past, MTV India has now partnered with Soundlogic to launch gadgets like headphones and speakers. The company has also revealed that in coming 12-18 months, they will also explore a number of other such branding and product categories.
Viacom 18 consumer products business head- Saugato Bhowmik told Radioandmusic.com, “We are looking at partnering with the right people that cater to the MTV audience. We want technology that the youth can admire and look up to.”
Bhowmik disclosed, “We are looking to enter at least 25 new product categories where there is a real economic business and emotional rationale for the youth brand to be present in.” The company is looking at partners for actual or experiential category. This will happen in 12-18 months time frame. Without revealing much he said, “We have 10X expansion plan. We are so ambitious about expanding in this space.”
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The recent launch of MTV Fashiontronix by Soundlogic was also part of the category expansion plan. Soundlogic director Sagar Gwallani said, “The entire range is designed keeping in mind the needs of the youth. In the past, Soundlogic partnered with Croma and we received positive response for our product. So we decided to make our product available to the consumers through Croma.” The product is available exclusively across 40+ Croma stores for the first 60 Days.
Infiniti Retail Ltd. CEO and MD Ajit Joshi said, “We have seen tremendous growth in the speakers and headphones category in past. Through products like this we plan to get the lion’s share.”
