Kolkata : In a move to maximise its brand presence across India and reach out to a niche customer segment, Superton is all set to launch a new series of computer components in a premium price range by the end of this week.

Christened Solitaire, the new brand will be launched under the company's existing brand-Supercomp, across India. After the successful launch of its surveillance cameras, the company is now targeting to reach the gaming community with modern mouse technology and sleek PC cabinet range.

Highlighting a change in consumer preferences in the East market, VK Bhandari, Director, Supertron said, "The new demand in the market is for sleek, space-saving designs in PC cabinets and monitors. Nowadays, consumers want PCs with lustrous designer-looks packed with a powerful processor. Without compromising on the quality, the Solitaire range starts at just Rs 1,400 for PC cabinets. We are primarily targeting the premium end-user segment with Solitaire."

With a manufacturing unit in Shenzen, the company may consider launching the product portfolio as a separate brand identity in the near future. An already established brand in the East market, Supercomp has made its foray into the national market with its range of cabinets and is looking forward to a positive response.

"Quality has always been the primary consideration of the company since its inception. We are already offering quality products under the Supercomp umbrella. Now, adding Solitaire will be an addition to the company's portfolio and a means to enter the premium niche segment," Bhandari added.

With an optimistic view that the IT market will recover in the next three months, Supertron is ensuring proper logistical support and a stable supply chain. The company has already achieved success in southern market for its surveillance equipment range and is now hopeful of getting the same response for its new range from across the country.

Reflecting on the effects of the global slowdown, Supercomp has increased its price by an average 12.5 percent over the last two months making up for the damage caused by the low dollar convertibility rate. However, despite the price hike, the company recorded one of the lowest price hikes in computer peripherals in the eastern region keeping the company stable in the market in times of the oncoming spiral inflation.

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