HCL Peripherals revamps distribution strategy

CHENNAI: HCL Peripherals, manufacturer of IT products and solution provider, has reworked its channel strategy putting in place a new structure for distribution of its products. Under the new game plan, the company would be appointing eight to ten regional distributors in the first round covering all the major regions across India.

"We will be identifying two channel partners in each city who will be appointed as authorized dealers under the regional distributors. The new strategy will help us in better reach and provide extensive support to our channel partners for offering best service to the customers," said R Srinivasan, General Manager (Marketing & Support), HCL Peripherals.

The company has already appointed two regional distributors in Delhi and Coimbatore, and in the process of finalizing the name in Chennai. "We will announce the list shortly," he said. Meanwhile, the company has strengthened its direct presence in major cities and towns who would work closely with the local channel partners.

HCL Peripherals is also introducing a line of products in the LCD monitor segment. Recently, the company has launched its 15-inch sleek LCD monitor, while 17-inch sleek is expected to hit the market by this month-end along with 18-inch black. "We are targeting both corporate and SOHO market for LCD monitors," informed Srinivasan.

Initially, the newly appointed channel partners would be handling volume products and will be slowly upgraded to solution providers, working as a team with HCL. "We want them to handle our complete product range and certain solution needs expertise and technical know-how," he explained. The company has information kiosks, touch-screen monitors, Thin Clients and networking solutions in the hi-end segment.

"Thin Clients offer investment protection for the consumers giving a better return of investment (RoI) and total cost of ownership (TCO). Thin Clients are cost effective solution capable of working on a heterogeneous platform and it will save up to 48-50 percent on cost of operation for the customers," claimed Srinivasan. HCL Peripherals is also upbeat about its information kiosks and recently the company has designed and developed customized solution for BSNL, which is claimed to be the first-of-its-kind solution implemented successfully for BSNL.

The company has registered a turnover of Rs 110 crore for the last fiscal and targets 15 percent-20 percent growth in the current year.