The Indo-Asian News Service reports that the Mumbai-based Rs. 400 crore ($90 million)Tara group is planning a foray into South America with the launch of its jewellery brand Tara SA in Lima, Peru on April 14, 2006. “We will begin with Lima and then spread to other cities,” said Aarti Sheth, director of domestic operations. %%“We chose Peru to start off because we can then reach other South American markets like Venezuela, Ecuador and Brazil easily. The South American tastes - particularly the Spanish tastes - are very similar to the Indian consumers. However, people there prefer louder and more in your face designs,” she added.%% Tara has selected around 200 out of their entire international range of 10,000 different styles exclusively for the South American markets. Within the first year of its launch, Tara expects to conduct business worth $10 million from the Peruvian market itself. “Since we have been catering to Hispanic tastes as wholesalers in North America, we are well aware of their preferences,” Sheth remarked.