In what marks a significant shift from its trademark 'stoic' character, Dell has added a splash -- rather a riot of colors -- to its notebook PCs.

Yesterday, the world's second-largest personal computer maker introduced new notebooks in eight different hues along with advanced features.

The notebooks come in a mix as eclectic as: flamingo pink, sunshine yellow, alpine white, ruby red, jet black, midnight blue, and espresso brown.

An entry-level new version is available for around $749 (Rs 33,705 approx). Whereas the latest range also includes a wedge-shaped XPSM1330 notebook, which is about 23.1 mm thick and weighs-in at 1.87kg.

Commenting on the colorful development, Alex Gruzen, senior vice president of consumer hardware business at Dell, said that looks have become as important as performance both for consumers and for the company...

Apparently, a recent telephone survey conducted by Dell made the discovery that a lot of people want their notebooks in colors other than the usual drab beige or grey.

All said, the introduction of colors to Dell's otherwise colorless palate is being viewed as an attempt to play catch-up with Hewlett Packard, which only last year displaced Dell from its pride-of-place as numero uno PC maker.

Of course, the change is also seen as part of the radical changes in company policy that have been brought on ever since the return of Michael Dell as chief executive officer in January this year.

The most stunning of these changes were when Dell recently started selling a few of its systems through Wal-Mart Stores -- a complete break from the company tradition of online sales...

And apart from the launch of its very colorful notebooks, Dell, in a separate announcement, said, it is planning on phasing out its Dimension brand for desktops, intending to replace it with the Inspiron brand name. Of course, the company will continue to sell notebooks under the Inspiron brand name too...