Bangalore-based EC Media International today launched its e-book reader 'Wink XTS' in the Indian market priced at Rs 11,490, in competition with global giants like Amazon and Apple.

The company, which is sourcing the devices from China, is eyeing a sales of 50,000 units in the first year of operation.

"Though the market now is niche, but there is a growing demand for e-book readers. We expect to sell about 50,000 devices in the first year across enterprises and consumer segment," EC Media COO Pradeep Palazhi told PTI.

For enterprises, the e-reader can work as a document viewer. The multi-functional device has a six-inch screen and allows supports upto fifteen Indian languages.

EC Media will sell the devices online, through retail outlets like Croma as well as bookshop chains like Crossword and Landmark.

The company, which two lakh titles of books will also expand its library to three lakh by next month, he added.

EC Media is also looking at exporting the devices.

"We would like to explore the South Asia, Middle East and South American markets by the end of this year," Palazhi said.

The company is planning to launch other devices in the category with features like WiFi and 3G.

"The other devices, at various price points from Rs 6,000 to Rs 15,000 will be introduced. We want to play across various categories to strengthen the category," he said.

Amazon created waves in the e-reader category through 'Kindle', while Apple launched its much-hyped 'iPad' in April this year.

In India too, Olive Telecom had launched an iPad-like device with e-reader capability, priced at about Rs 25,000.

With a new generation of online readers coming up, the sales of e-content, especially e-books and e-newspapers, is also on the rise.

According to a study by Informa Telecoms and Media, the sales of dedicated e-reader devices are expected to soar to 12.2 million in 2010, up from nearly 5 million in 2009. It is expected to touch 14 million in 2013.