Sony is rebranding its ULT series for the Indian market with the launch of new party speakers and headphones

On Monday, Sony renamed its ULT audio sub-brand and introduced new wireless party speakers and a headset. The new ULT series consists of Tower 10, Field 7, Field 1 and ULT Wear noise-cancelling headphones.

“We were already present in this segment, but consumer preferences (have changed). They wanted bolder and good-looking products, so a rebrand was necessary to reach our target audience,” said Sunil Nayyar, CEO, Sony India, This Hindu.

“Sony ULT focuses on young people, Generation Z and even millennials who are young, energetic and on the move,” Nayyar added.

Sony aims to double its party speaker business in India by the end of this year, Nayyar added, noting that the brand aims to grow value across the audio space by 30%.

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Being a premium audio brand, Sony believes there is a market for everyone. “Sony touches the upper middle class and above, which is around Rs 40 crore,” Nayyar said.

Sony does not intend to enter the mass segment (more affordable products) as it is not in sync with the brand, Nayyar added.

He informed that the new ULT series is manufactured in India.

The new ULT Tower 10 (£89,990), Field 7 (£39,990), Field 1 (£10,990) and ULT Wear (£16,990) headphones will be available at Sony retail stores, high street electronics stores and e-commerce sites in India from May 27.