Consumer electronics giant Sony India on Thursday unveiled its plans to boost its leadership status in the compact camera segment by aiming to reach 45 per cent market share in fiscal 2010-11 compared to 42 per cent the year ago.

Sony India has recently launched its cyber-shot cameras 'H' 'S' 'T' and 'W' series as an initiative for its strive. In addition, the giant plans to invest Rs 50 crore as a part of its meticulous marketing strategy including Above the Line (ATL) and Below the Line (BTL) activities.

The latest products from Sony have been priced in two categories with the 'S' series starting at Rs 6,990 to Rs 7,990 available in silver and black colour only.

Announcing the developments here on Wednesday, Manager, Digital Imaging Products Department, Takahiro Hirata claimed that the digital cameras market is vibrant and Sony India is unceasing propelling this competitive environment by emerging new and innovative products to titivate the market landscape.

The compact camera segment in India is currently estimated at 1.3 million units and was speculated to boost to 1.8 million units by financial year 2010-11, Takakiyo Fujita, General Manager, Marketing, Sony India, told media-persons after unveiling its 22 new Cyber Shot cameras in the Kerala market here.

Sony is fully striving to achieve its sales target of lakh units in 2010-11 up from 5.50 lakh units in the financial year 2009-10.