Targeting first-time users and blue-collared workers, Sonata, the watch brand from the Tatas, has unveiled a super-fibre collection in Maharashtra.

Speaking to newspersons, Namita Sinha, senior brand manager, Titan, said that the collection marks its entry into the first-time buyers group aged 16-20, who want a watch that looks trendy and is also affordable.

The collection, in the Rs275-350 price range, has about 28 models - 15 for boys and 13 for girls. The watches would come in round, square and sporty shapes.

The overall watch market in India is estimated to be around 36 million, valued at Rs2,000 crore, while the market for the plastic-look watches is estimated at 4.5 million units annually, valued at Rs100 crore. The rural market accounts for 45-per cent sales.

Sinha said that the focus would also be on the rural segment and watches would be made available at around 1,500 outlets in Maharashtra, besides the sister concern distribution network of Tata Steel, Tata Chemicals and ITC Choupal. "The idea is to offer to farmers, along with fertilisers and seeds, a branded watch that would fit their price range," she said.

The watches, which would also be sold through 100 non-traditional outlets, would be launched in Maharashtra and West Bengal initially. Maharashtra accounts for about 3 lakh plastic watches and Sonata is targeting about 50,000 watches.

Sinha said that the range would be rolled out in Rajasthan, Bihar, Jharkhand, Orissa and Karnataka in the next two months and would be available nationally within six months. The company is looking at sales of about 3 lakh watches, she added.