CHENNAI: Moving-up the value chain, Bangalore-based Sogo Computers, a leading
sub-distributor in Karnataka, is all set to don the role of a vendor by
launching its own PC brand--Sogo. The company is betting to make it a leading
brand on the lines of Zenith, HCL and Wipro, over the years. To start with, Sogo
wants to establish the brand in Karnataka before taking it to other southern
states such as Andhra Pradesh, Kerala and Tamil Nadu.
"Initially, we are pumping in over Rs 1.5 crore to establish the brand
and a major part will be spent on retail by opening a chain of stores in
Bangalore. The state-of-the-art retail shops will be positioned as a
one-stop-shop zone for the buyers, providing everything in IT including the
latest gadgets and gizmos, where `Sogo' will be promoted in a big way,"
elaborated Sogo Computers CEO, G Jayamuni Rao.
The company plans to enter the market with three PC models --CX 100, PX 100,
and NX 115 targeting home, institutions and corporate markets, respectively.
"The Sogo PCs are positioned as a value-for-money product, where a customer
can buy a branded computer for an assembled price. Similarly, resellers can buy
peace of mind by selling our PCs, as they would earn good margins and need not
worry about warranty issues of individual components. We are also setting up a
service network all over the place," claimed Rao.
The PCs will be manufactured at Sogo's new Pondicherry plant, which is an ISO
9001-2000 certified unit. The company has invested close to Rs 35 lakh in the
4,000 square feet facility and initially, 70 to 80 PCs will be rolled out per
day. "We see a good potential for our PCs as the market is growing
steadily. We are not going to fight in the branded space for market share, but
we are targeting assembler market (where over 60 percent of PC sales happen) by
giving branded product at an assemblers price," explained Rao.
The company is in the process of appointing 40 authorized dealers across
Karnataka covering major cities and towns such as Bangalore, Hubli, Mysore,
Belgaum and Mangalore. It plans to sell 1,000 PCs per month through the channel
network. "Our major focus would be on educational institutions and
government sector, while home and corporate segments are expected to contribute
around 40 per cent of revenue.
India is fast growing as a knowledge base and its burgeoning economy will
spur growth in the coming days," he confided. "Being in business for
10 years now, it is the right time for us to launch a PC and build the
brand," he added.
Within a year, the company wants to take this brand to other southern states.
"We want to see our performance in the home ground, before taking it to
other markets and outside Karnataka, we will concentrate only on metros like
Chennai, Kochi and Hyderabad," said Vinod, Executive (upcountry markets)
Sogo Computers.
Sogo CX 100 is a Celeron-based multimedia PC for home segment priced at
Rs14,250 (excluding taxes). PX 100 is a P4 2 GHz machine, which is targeted at
SOHO, educational institutions and government sectors. It is priced at Rs 19,990
plus local taxes. For corporate segment, the company has a model called NX 115,
which is a P4 HT 2.4 GHz system offered for Rs 25,990 (local taxes extra). All
the PCs come with one-year warranty.
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