^^ Ah yes. Cowon A3 is an awesome product and yes, it pawns ipod touch when it comes to audio and video playback.
If you are looking of a pure PMP and ready to spend ~20k, that's the one for you
also, take a look at Cowon O2, successor to A3. This one has 4.3" touch display. Also, it has 18hr music and 8hr video battery life, which is improvement over A3 (9hr audio and 7hr video)
it supports these audio formats:
MP3/2/1, WMA, ASF, AC3, FLAC, OGG, M4A, MATROSKA(MKA), TTA, APE, MPC, WV, WAV
and video:
AVI, WMV, ASF, MP4, MATROSKA(MKV), OGM, MPG/MPEG, DAT, MTV
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Cowon O2 32Gb for 20k and it has SD card slot so that you can expand the storage:
*www.cowonindia.in/newmp3.asp?id=20&prodcat=PMP
@tkin, I would pick D2+ over creative zen X-Fi. If you are most concerned about audio quality, I would suggest you to either pick Sony or Cowon.
Also, I think creative zen doesn't integrate songs on external card into the main album list. you check that one once else it will be a headache if you want to expand the storage.