Creative of Singapore plans Indian subsidiary

The US $ 1.23 billion company, which recently launched its Sound Blaster Live! (a new technology sound card for PCs) in India, has subsidiaries and joint ventures in US, Europe, Japan, China, Hong Kong, Taiwan, Malaysia, Australia, South Korea and South Africa. Although its products are fairly well-known here, its presence has so far been only through its distributors, Compuage Electronics and Godrej Pacific Technology Limited.

Francis Hau, marketing, Asia-Pacificgroup, refused to comment on the developments but said the possibility could not be ruled out. "India is too huge a market to ignore," he said, adding that direct presence was important to expand base.

Once the company establishes a direct presence in the country, it will also introduce its Blaster PC, a box bundled with Creative’s multimedia range, in markets here. The product, priced at around $ 1,300, is currently being tested in Singapore and Australia. This is the first time Creative has ventured into PC boxes. The Blaster PC aims to increase sales by offering its entire range comprising sound card, CD-ROM drive or DVD drive and graphics card in one compact package.

However, its newest sound card, Sound Blaster Live!, is expected to have few takers in Indian markets. The card enhances desktop audio and delivers a new concept called environmental audio. It will retail for around Rs 17,600 which observers say is far too expensive for Indian markets. However, the company plans to come out with a lessexpensive version called Sound Blaster Live! Value which is being sold for $99 in US markets. Sound Blaster Live! costs $ 199 in the US.