Quietly, Sony launches Aiwa

 What is more, the company has also drawn up plans to manufacture the Aiwa products at its Daruhera unit in Haryana in the near future.  Aiwa makes a return to Indian shores after around two years since it split with its Indian marketing partner, the Kabir Mulchandani-promoted Baron International.  Until then, for about two years, Baron assembled and marketed Aiwa brand of televisions and audio systems for the Indian market, much to the chagrin of Sony India since Sony Corporation already owned around 51 per cent in Aiwa Corporation, Japan. Today, Aiwa is a wholly owned subsidiary of Sony.  Sources in Sony India told Business Standard that the Aiwa products, the first import consignments of which hit retail shelves last week, will complement Sony audio products. Sony will continue to have a premium positioning, while Aiwa will be targeted at the lower price segments of the market.  The Aiwa range, now restricted to only 5 models (four hi-fi stereo systems and one a DVD player), starts with a 3 CD player with MP3 compatibility priced Rs 13,000.  The Sony audio systems are priced much higher. The executive said Aiwa will be targeted primarily at the youth.  Sony is the leading brand in the audio market in India, but is facing competition from Philips which has reorganised its product strategy to notch up volumes. The addition of Aiwa to the Sony portfolio is likely to change the dimensions of the market once again.  Sony has not made any noise about the launch