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News |  12 Dec 2013 10:53 |  By RnMTeam

FenderÆs desire to tap Indian Markets with Squier

MUMBAI: Graham Perkin, Director Market Development, Fender Asia, surly had a lot of nice things to say about the indie music scene. A lover of his brand and a believer in its heritage, he is aware of the respect fender gets from Indian audiences and wishes to tap into the India markets with their product, Fender Squier. Perkins spoke to about how he plans on doing that and the challenges he faces.

How do you think Fender is positioned in India?

There is a lot of love for Fender and have many Indian followers on Facebook. We have had to have a separate twitter handle called Fender India for Indian followers. Even here, like America, people dream of owning a fender guitar one day. It is common knowledge that if you have a Fender guitar, you end up owning quite a few more.

How do you see Fender expansion in the Indian market?

Fender carries many different brands; one of them in Jackson, which is widely used in the metal scene. Metal is very popular in South East Asian region. And also is popular in India. So bringing Jackson to the metal scene in India is an opportunity that we would like to explore. We just launched three new products in the US in September and we are planning to bring them to India by the end of 2013 or early 2014. Starcaster and Cornado, semi acoustic guitars, is product that will be synergistic with a market like India. I met Ehsaan Noorani in October and the first thing he said to me was that he wanted a Starcaster.

What are the challenges you face?

I think the biggest challenge for an upcoming musician is owning a Fender Guitar, since it is not affordable to him. It is easier now, since we have a guitar range at an entry price-point, called the Squier. We have noticed that the Squier is doing quite well in India and there is a lot of demand for it, which is interesting. It works in India because of its price point and it is achievable at a much younger age. We do not have brand embassadors, we have Fender Artistes. We already have Ehsaan Noorani, Rudy Wallang on Soulmate, Loy Mendonsa and Warren Mendonsa in India, who is a Fender artiste. We are looking at other guitarists in India. We need to create more Asian assets, so we can tell more stories. We are looking at multiple genres. But the difficulty is that it isn’t very nice to be known as a Squier artiste; people would prefer the tag Fender artistes instead. In some countries, people would not see giving a Squier as something that is looked forward to. But we are be looking at music industry development programs based on the Squier. Squier needs to be associated with a different type of music with a different level of bands.

What do you think about the indie music scene in India?

Last time I came to India was 10 years ago. There has been a lot of change. What is exciting is the explosion of music in general. There is a lot of development on the music front in India. My favorite band is Pentagram, for sure. I also really appreciate Ehsaan Noorani, Midival Punditz, Rudy Wallang, Warren Mendonsa and Sahej Bakshi.