Skullcandy’s over-the-ear model Low Rider in pink and white.

The in-ear range, also called the ear bud range, offers models such as Smokin Buds, FMJ, Ink’d, etc. Of these FMJ comes with an in-line microphone.

The products are currently available in stores in Delhi and NCR. Amlan Bhattacharya, Skullcandy’s India CEO, says the products will be available in Mumbai, Bangalore and Punjab by December. By March, stores in smaller cities and towns will get to stock the brand.

The reason for Skullcandy’s staggered launch, Bhattarcharya says, is that the market for headphones in India is not specific or well researched. This made it necessary for the company to work out its retail strategy area by area.

Skullcandy’s over-the-ear model Low Rider in black and gold.

Skullcandy’s target audience, says Bhattarcharya, is the trendy urban youth, between 13 and 30. But the products will not be homogenous since they need to cater to user requirement. Hence, the ear-bud Chops has loops which make it easier for someone to listen to music while running or gymming. On the other hand, the SK Pro, which is aimed at professionals such as DJs, pays special attention to the perfect thump for bass and crystal clear treble.

Lowrider with 40mm neodymium magnetic speakers and a frequency range of 18-20 KHZ, caters best to the casual music lover. Though it’s an over-the-ear, it is light and small, and does not envelope the ear completely, so it is considerably less stifling. It’s available in 20 different colours and costs Rs1,800.

Ranbir Kapoor flouts the Low Rider in the movie ‘Wake Up Sid’.

Skullcandy is available in New Delhi at Gizmos outlets in Select Citywalk mall, Saket, MGF Metropolitan Mall, Saket, DLF Promenade, Vasant Kunj, Dass Studios and Capital Studio in Connaught Place, Rhythmics Shop, Palika Bazaar, and at DLF City Centre mall, Gurgaon.

Prices start at Rs800 for Ink’d and go up to Rs7,000 for the SK Pro.

blessy.a@livemint.com

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