But now we control the rights to some of the majors - Fox, Tips, Magnasound. We put every feature in each of the models and laid great emphasis on aesthetics. It has not been smooth all along. Every day people tell me to raise the price. But I want a lot of first-timers to own it so as to graduate to a bigger Aiwa later.
Japan has much smaller houses so audio output there is small.
But when someone goes in for a 29 in, he wants that not just the neighbour but even the person in the next building to hear it. That's marketing, Mulchandani-style. Forget the neighbouring marketers, even those in non-competing markets notice the onslaught. Which explains why they have voted Aiwa as the second most successful launch of 1998-99.