It is to focus on quality users and has fixed a target of a US$10 million turnover for the current financial year.
"Looking at the growing potential for the cellular market, Mitsubishi is opening a branch office in India, upgrading from a liasion office so far. With this we will market our products directly," Isac Waldman, Mitsubishi's chief representative in India, told PTI here.
With the opening of the branch office, dealers no longer need to import handsets from Mitsubishi's Israel-based distribution comapny HAT Trade. This would bring the market price down by at least five per cent, Waldman said.
Mitsubishi's handsets are marketed under the brand name "Trium" and are available in the Indian market in various price ranges: low-end, medium range as well as high-end.
Waldman admitted that during the first seven months from October 2000 to March 2001, Mitsubishi failed to achieve targets in its operations in the Indian market, falling short by almost 50 per cent.