Rebecca Hawkes ©RapidTVNews | 26-08-2011

Japanese consumer electronics giant Sony today said it expected Indian operations to contribute about 10% of its overall global turnover, up from the current 5%, by 2015.

In order to achieve the target, the firm is introducing new 3D television at affordable range to shore up volumes, besides slashing price of Playstation by over 17.5% to garner more sales, among a host of other activities.

The company, which today launched 15 new LED TV models, said the initiative was part of its plan to register a revenue growth of 30% to over Rs 7,000 crore this fiscal.

"At present, Sony India's contribution to the global turnover is in single digit of about 4-5%. In the next five years, by around 2015, we expect that it will increase to 10% mainly on the back of our television business," Sony India Managing Director Masaru Tamagawa said.

In the fiscal ended March 31, 2011, Sony Corporation had posted revenue of $86.521 billion.

He said for India, the company had earmarked an investment of Rs 360 crore on the overall marketing budget.

Of this, Rs 150 crore will be spent on promotional campaigns of its 'Bravia' range of television this year.

"We plan to sell around 5 million units of 3D television this year, up from 1 million units last year. Availability of content is a bottleneck in selling 3D TV in India. We will be taking up a lot of initiative in terms of content development in India," he added.

In order to increase TV sales volume, Sony India has introduced 3D TV at a lower price range by launching entry level set in 32 inch category priced at Rs 55,000.

Earlier, the entry level 3D television category was a 40-inch set priced at Rs 1 lakh.

"We are making our 3D television more affordable. We have narrowed down the price gap," Tamagawa said.

On the back of the initiative, Sony is eyeing a 50% jump to 8,00,000 units in its television sales this year