IT Correspondent
Always at the forefront of innovating high tech, yet relevant technology products for the discerning consumer, Godrej Appliances has now set its sights on changing the way Indian’s enjoy their television viewing experience. Culminating from months of advanced technology and consumer research, Godrej Appliances today announced its entry into the Indian television market with the launch of its stunning Godrej EON range of XLCDs with iPIX technology.

Cleaner Images for the best viewing experience!

Poised to make a colorful start from Andhra Pradesh, the most dynamic of all Indian television markets, the Godrej EON XLCD - with iPIX technology makes your screen come alive with strikingly Cleaner Images that you may never have seen or imagined before. Intelligent Processing for Image Excellence (iPIX) Technology uses the similar technology used by remote sensing satellites to receive input signals and cleans them by reducing video noise levels, improving sharpness and clarity for a flawless viewing experience. One of the biggest plus points that Godrej has with iPIX technology is that it is perhaps the only demonstrable technology which shows visual improvement in the video images.

iPIX works on the input signals in four ways:

p iPIX Sharpness Enhancement : iPIX corrects blurred, hazy images. The superior built in algorithm uses a unique filter to enhance vertical and horizontal details to produce natural images with sharper transients. Image defects are detected and immediately corrected for much sharper and cleaner images on your LCD screen

p iPIX Color Optimizer: Brightness and color information is analyzed for every pixel. Red, Green and Blue pixels are treated independently so the image does not look unnaturally bright or faded

p iPIX Contrast Enhancer: Dark or bright regions of the picture are stretched towards the corresponding shade, with regions in-between enhanced to give a more impressively detailed and contrasting image

p iPIX Skin Tone Reproduction: Detects skin pixels and adjust hues for more lifelike natural skin tone

Commenting on their entry into the television category, Mr. George Menezes, COO, Godrej Appliances said, “Godrej has always focused its efforts on innovative design and technology aimed at delivering the most efficient and enjoyable products for the masses. Godrej has rich knowledge and years of experience in aerospace technology and we have garnered this expertise to give the Indian consumer a revolution in TV viewing. We have spent the last 3 years not just in developing superior technology but also in developing the infrastructure, most critical being service for LCDs and CRTs. Infact, in Andhra Pradesh, our service network is the largest, even before the launch of the

product. We are confident that our precision designed EON range of televisions with iPIX Technology for Cleaner Images will raise the bar on the markets expectations. Andhra Pradesh is an excellent market for televisions and we are looking forward to the continued support and patronage of our customers here.”

Added Mr. Kamal Nandi, Vice President, Sales & Marketing, Godrej Appliances, “Nowadays, the Indian consumer is well aware of what is available in the market and demands the highest quality products using the latest technology. Customers are even willing to pay a premium provided they get the best in class. Television continues to be one of the fastest growing markets, more so in LCDs for which we have specially designed the Godrej EON XLCD with iPIX technology. Before making their purchase, customers can take a demonstration and actually see the Cleaner Images our technology delivers. We are confident of making a significant impact into the Andhra Pradesh market within the first few months of our launch, after which we will move into other states.”

Godrej’s EON Range of televisions consists of 13 XLCD and CRT models of different screen sizes from 15” to 42” configured with various speaker options for full rich sound. More details of the range and features are provided in a separate sheet. The range will be available across Andhra Pradesh from Godrej showrooms and its extensive dealer network.

The launch will be supported through a well planned advertising and marketing strategy highlighting the “Cleaner Images” through iPIX technology, using various media channels and customer demo/education initiatives. Prior to its launch, Godrej had run an interesting pre launch teaser campaign about Scientists inventing an advanced ‘Clean Up’ technology. The idea was to arouse curiosity about what this “Clean up” was all about – which is the Godrej EON XLCD range that gives “Cleaner Images”.

Growth Plans:

The CTV industry in India is pegged at 10.5 MN units of which Andhra Pradesh is .86 MN units. Overall this industry is growing at 17% at an all India Level. Godrej with its new and extensive range of products with stylish looks and latest technology is looking at 10% market share market share within one year of operation.

The Godrej Group is one of the largest players of Home Appliances in India and has always delighted the consumer with relevant technology in a wide range of efficient products. In 1958, Godrej was the First Indian Company to manufacture Refrigerators and has become synonymous with the category. Godrej pioneered the launch of Polyurethane Foam (PUF) which became the new benchmark for the refrigerator industry. With Air Conditioners, Refrigerators, Washing Machines, Microwave Ovens, DVD Players, and now Televisions in its product basket, Godrej is a full line consumer durable player.