The digital SLR market is fiercely competitive with the biggest sales and fatest profits in hotly-contested consumer, entry level area. Up until recently canon the first company to break the sub -Rs 74, 000 in Pakistan and if we are convert in us-dollar in$ 702.59 barrier with it popular EOS 300 model in 2003 had a commanding lead in DSLR sales with a market share approching 50% following up the success of the 300D with the EOS 350D and 400D. However holding on a lead such a fast moving game is amuch about marketing and strategy as about making quality product, and over the past year Canon seen it lead eaten away by it main rivals Pentax, Olympus, Sony and especially Nikon.