By Sangeetha Chengappa

Bangalore, Aug 12 : Competition in the Indian watch market with an annual turnover of Rs.1,800 crore is ticking thanks to the entry of major global players like Swatch, Louis Vuitton Moet Hennessy and Tommy Hilfiger who are making their presence felt by proving they have all the time and inclination to hit it big here.

While most of these players offer urban-centric brands, Titan Industries Ltd. which has a market share in excess of 50 percent in the branded time-wear segment is all set to make a foray into the large rural market of Rs.1,23,000 crore.

A recent study conducted by Titan Industries reveals that 50 percent of watch purchase is happening from Rural India. "The sale that happens in Urban India, in reality, includes people who come to cities from the villages to buy watches. This being the case, we have decided to market our brand Sonata, in Rural India" said Bijou Kurien, COO-Watches, Titan Industries Ltd.

Kurien elaborated that Sonata operates in the price category of Rs 350 - Rs 800. This pre-dominantly semi-urban and rural based brand will now hit approximately 25,000 villages all over India. The watches will reach the rural consumer through ITC Ltd's e-Choupal rural distribution network, which plans to set up rural department stores in all the villages where it operates currently. "Distribution through ITC's e-Choupal has already been initiated two months ago. Sonata, which has around 350 different design models, accounts for a good 35 percent of our Watch division turnover and I have every cause to believe that this focused marketing initiative will pay rich dividends" averred Kurien.