Digi-Link launches new initiatives, brand identity

MUMBAI, INDIA: Following the D-Link India Limited de-merger announcement last October, Digi-Link the leading structure cabling systems (SCS) brand, today unveiled its new business initiatives in Mumbai. It also re-branded its identity to DigiLink.

D-Link India is a joint venture with D-Link Corporation from Taiwan, promoted by K R Naik, chairman - D-Link India Ltd. “We are in the SCS business for about two decades now. Earlier we had partnered with Computer Craft, USA and later signed a joint venture with Sapphire Networks, UK to bring SCS technology to India,” Naik commented.

Further he said, “In late '90s we started manufacturing SCS products at Goa plant. The passive range was initially introduced under D-Link brand and in 2004 it was re-launched as a separate brand, named ‘Digi-Link.’

We are very pleased with the way DigiLink brand has been received by Indian and select export markets. We have always believed in providing the best of breed solutions and we aim to continue to provide the world’s best to our partners and customers,” added Naik.

Though, D-Link India awaits the court and SEBI’s approval for the de-merger, since 1 April, both entities - DigiLink Corporation and D-Link India are operating as separate units with diverse managements and businesses.

D-Link India continues to focus on active product business, while DigiLink focuses on passive product business. Surprisingly, in some locations, both entities operates from the same premise, even after de-merger has been announced.

“In DigiLink’s new logo, the brand name is represented without any space, indents or hyphenations suggestive of continuity, which is very important to our line of business,” explained Jangoo Dalal, CEO and managing director, D-Link India Ltd.

“Digilink is amongst the top two brands in India. Over the years, Digilink has evolved from its strengths in the SOHO (small office or home office) and SMB (small and medium businesses) segment to now being a significant player in the enterprise space as well. Digilink is present in Latin America, Asia Pacific, Middle East and SAARC region and out vision is to be the global leader,” said Dalal.

“With the emerging focus on Digilink it was of critical importance to have a unique brand identity with an international look and feel. Our new logo for Digilink ensures the core brand values,” Dalal commented on the new logo and brand identity.

Further, two new portals – www.digilink.in and http://partner.digilink.in were launched today. The former is new website with the latest logos and information about Digilink, while the later one is exclusively dedicated interactive portal for the channel partners and distributors. It’s part of its business initiatives under the ‘Empower Partner Program.’

While speaking to CyberMedia New, Dalal said the new Digilink Corporation has healthy balance sheet with enough funds for business developments and future expansions plans. “Our channel partners and distributors are very much supportive for the de-merger. And we owe a large part of our success to our channel and distributors.”

According to IDC’s latest survey, Digilink holds 18 percent market share in India in SCS space that make it the second largest brand in this space.