New range of cabinets from Balaji Inter Info Systems

CHENNAI, INDIA: Mumbai-based manufacturer Balaji Inter Info Systems (BIIS) will soon be launching a new range of cabinets in the market. The cabinets will be available in attractive colors, compact size and will be competitively priced.

“The cabinets segment needs a makeover, where the white color cabinets have become obsolete. We will be launching a new range of cabinets in attractive colors. The most striking feature of the new range of cabinets will be their size, where they will be just 45cm compared to the 1.5 feet cabinets that were being launched till date,” said N Martin Thiagarajan, Branch Manager, BIIS.

The vendor has a manufacturing plant in Shenzhen, China from where it ships its own brand of cabinets, SMPS, speakers, optical mice, keyboards, monitors, UPS, add on cards and DVD players. It annually ships around 50,000 units of cabinets, one lakh SMPS, 20 to 30,000 mice and keyboards from its manufacturing plant.

After distributing various other brands of peripherals, BIIS launched its own brand of peripherals in 2002 and has operations across the country through nearly 150 channel partners. This year the company has proposed to increase its channel base by adding another 100 channel partners and increase the reach of the product.

“We are looking to add another 100 channel partners by this year end to increase the reach of the products across the country. The only criteria we look for from the partners is mutual trust and loyalty in selling our products,” Thiagarajan claimed.

He pointed out that the company doesn’t work by setting targets for partners. Their policy is to give partners the freedom to work based on their requirements. “We don’t want to set targets for the partners as they will be working under too much pressure, and we realize that it is really difficult to achieve those targets every month. Even though we offer schemes like trips abroad for partners who perform, our policy is not to set difficult targets. The channels are free to work according to their customers' requirements,” Thiagarajan averred.