Taiwan Excellence 2014 Campaign Sets to Strengthen Taiwanese Brands’ Foothold Beyond ICT in India
~ Siddharth Malhotra, the leading Bollywood actor launches Taiwan Excellence Campaign 2014 ~

Mumbai, July 10th, 2014: The Taiwan Excellence campaign has seen an extraordinary response in the last four years and is back with the aim to bring excellent lifestyles to India. Organized by the Bureau of Foreign Trade (BOFT), Ministry of Economic Affairs (MOEA) of Taiwan and implemented by the Taiwan External Trade Development Council (TAITRA), a non- profit trade promotion organization, the fifth edition of the ‘Taiwan Excellence campaign’ was announced at a press conference in Mumbai, today. Taiwan Excellence 2014 was represented by dignitaries from Taiwan and top executives from D-Link, Karma, Tern and BXB.

Taiwan-India relationship has seen significant progress since 2002 due to a mutual willingness to continue broadening the scope of cooperation; the two countries have built up a cordial and friendly relationship in areas such as economic cooperation and cultural & educational exchange. Bilateral trade between India and Taiwan crossed $8 billion in 2011-’12 and is expected to expand significantly upon the conclusion of an FTA (Free Trade Agreement) between the two countries. Taiwanese investment in India is over $1.2 billion and taking inspiration from this relationship, the theme for this year continues to be “Excellent Lifestyles in India”. The Taiwan Excellence campaign has been engaging consumers and business associates across metros through various promotional activities. During year 2010 to 2013, over 630,000 visitors visited the Taiwan Excellence Experiencing Zones in major shopping malls. These activities have given Indian consumers the opportunity to personally experience Taiwan’s superior quality products.

This year 47 leading Taiwanese brands from the Information & Communication Technology (ICT); Home Appliances; Sports & Leisure and Healthcare industries have pledged partnership to the Taiwan Excellence 2014 Campaign. This year’s distinguished list of brand partners are Adata, Acer, Alya, Apex Medical Corp, AS Rock, Autotek, Avision, Bandrich, BXB, Chanson, Chumpower, Cyber Power, Delta Vivitek, D-Link, Draco Design, Edimax, Feeler, Formosa, HTC, Just time, Just Power, Karma, Kenyo, KNH, Kss, LC, Mediland, Miacare, Microlife Corporation, Optoma, Orange Electronic, Puli Paper, Reverie, Sakura, Shinyu, Silicon Power, Strida, Super Guider, Tales, Tern, Thermaltake, Thermedic, Trans electronic, Transcend, Ucheer Health tech, Zyxel and 3Magi Mug.

Launching the Taiwan Excellence campaign this year, Dr. Guann-Jyh Lee, Executive Director of Economic Division, Taipei Economic and Cultural Center in India said, “India's rapid economic growth has recently outpaced many other nations, demonstrating its strong potential for development. It is the largest country in South Asia, which is also one of the five BRICS (Brazil, Russia, India, China and South Africa). Therefore, Taiwan attaches great importance to its relations with an emerging power like India.”

Ms. Emma Yang, Director of the Taipei World Trade Centre Liaison Office, further added; “This year we would like to showcase that there’s more to Taiwan Excellence than the outstanding technological innovation in the ICT industry. We would like India to witness that we have a strong foothold in other industries such as Home Appliances, Sports & Leisure, Healthcare and Machinery. I hope these reliable, innovative, and remarkable products become an extravagant treat for Indian consumers, giving them the opportunity to enjoy a superior quality lifestyle brought about by "Taiwan Excellence”.

Launching the Taiwan Excellence 2014 Campaign, Sidharth Malhotra, leading Bollywood actor, said, “It’s a pleasure and privilege to be here today and launch the Taiwan Excellence 2014 Campaign in association with TAITRA. Being a health enthusiast and a sports freak, I am happy to be a part of the event today wherein TAITRA is committing to its promise of presenting the finest quality products from international Taiwanese brands to the Indian market and bringing ‘reliable’, ‘innovative’ and ‘worthy’ products for Indian consumers”.

Taiwan Excellence Campaign 2014 in India will continue to engage consumers and business associates in metro cities through various promotional activities in Mumbai, New Delhi, Bangalore and Kolkata, along with experience zones to be held in different shopping malls and Social Media platforms. From July 11th to 13th, visit the Inorbit Mall, Malad and experience the Taiwan Excellence Home & Leisure Experience Zone to experience the spectacular Taiwan products. Customers can post instant profile pictures with a backdrop of their choice- at the Taiwan Excellence Selfie Booth and get a chance to win a lucky draw.

TAITRA is also planning to organize retail displays at E Zones (E Zone Infinity-2, Malad, Mumbai; E Zone Mani Square Mall, Kolkara) & the Great India Place Mall, Delhi for a 6-month period starting in July 2014.
About Taiwan Excellence
“Taiwan Excellence”, which represents the innovative and technological image of Taiwan’s competitive industries, is a symbol of reliability, innovation and super value. Such excellence radiates from many of Taiwan’s niche industries, particularly the ICT industry, of which many have become renowned brands in their field. In the Indian market, Taiwan Excellence, along with a selection of 47 international Taiwanese brands, expects to bring “Excellent Lifestyles” to consumers’ daily lives. For more information and promotional events about Taiwan Excellence and popular Taiwanese brands, please visit the main site: http://www.taiwanexcellence.com.tw or the Indian event site: http://www.taiwanexcellence.in

Bureau of Foreign Trade (BOFT)
The BOFT (Bureau of Foreign Trade) was officially established under the Ministry of Economic Affairs (MOEA) of Taiwan, and is responsible for drafting Taiwan's international trade policies and managing trade related activities. Over the past few decades, the BOFT's role and position have undergone continual adjustments to meet the needs of the shifting international economic and trade environment. Visit www.trade.gov.tw for more information

The Taiwan External Trade Development Council (TAITRA) is globally recognized as Taiwan’s foremost non-profit trade promotion organization, with over 60 overseas offices around the world. For more than 40 years, TAITRA has been highly commended for its professional and outstanding services, offering a host of trade related services that cater to different business needs. Partially supported by the Taiwanese government and various commercial and industrial associations, TAITRA has been entrusted to spearhead numerous government projects, including the launch of the Taiwan Industry Image Enhancement Project (IEP) for the promotion of Taiwanese industries and to rasie awareness for brands internationally.
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