Vikas Gupta- What changes do you find in Intex’s go-to-market strategy in India?
Mr Vikram Kalia- As the IT Peripherals market is not growing at the pace at which it was growing earlier, we are now focusing extensively on upcoming product categories such as mobiles, security & surveillance and consumer durables and we will continue to diversify into promising verticals. From channel partner development point of view, we are looking at adding more partners under existing or new products category. Our focus is to tap unexplored markets with our higher range of products which are combination of great quality and aesthetic appeal.
Vikas Gupta- What kind of distribution network you are planning?
Mr Vikram Kalia- Intex has a pan-India presence through its own network of 30 branches and 700+ service points. We have 40,000 plus dealers, reseller outlets and more than 42 INTEX SQUARES (exclusive retail stores) which extends through the length and breadth of the country. We will remain focused on strengthening and widening our distribution network by roping in more vertical oriented distributors and through regular channel building initiatives such as partners training and distributors meet. So in future you will also see partners, doing exclusive product categories instead of full product basket.
Vikas Gupta- What are the challenges Intex faces today? What kind of growth has it seen over a year?
Mr Vikram Kalia- Stagnant growth in IT market and increased value of US$ is posing a major challenge as the increase in cost of raw materials puts pressure on the final product pricing. Therefore, we are proactively focusing on new product categories and verticals for our growth. We are doing good business as the last financial year saw a revenue of INR 1069 crore (at a CAGR of 26.25 over the last 5 financial years). This year, Intex is targeting revenue to the tune of INR 2000 crore.
We have ventured into new and different verticals which are very promising, futuristic and growing at fast pace. Customer response has also been encouraging for these products and we are also getting good acceptance from our distributors network.
Vikas Gupta- What are some of the points where Intex products score over the competing forces in India?
Mr Vikram Kalia- Since past 17 years, Intex has been able to build up a trust factor among its partners and customers because of its customer support system. At Intex our endeavor is to strengthen the post sale service. We constantly strive to strengthen our service network and currently have more than 1300+ service touch points to take care of our customers needs in every nook and corner of the country. Recently, we opened an exclusive service centre in Nehru Place, the biggest IT hub of Asia. We would be replicating this one of its kind service centre model across India starting with key locations in the first phase.
Intex is always known in the industry for providing quality products at best possible prices. At Intex, each product goes through a set of stringent procedures and technical evaluation to make it a last longing product. Intex products are designed after keeping in mind the harsh conditions or environment in India which a product has to withstand.
Vikas Gupta- What are the Intex Technologies’s plans for 2013? What kind of growth do you expect this year?
Mr Vikram Kalia- Intex is looking forward to double its growth during the year 2013. We expect to register a 20% growth in IT accessories vertical this fiscal and are also excited about venturing into Security & Surveillance and networking solutions. Going ahead, we also plan to add more sub-products across categories and revamping the entire product range with new and exciting products.
Vikas Gupta- How many channel partners do you have? Do you have any channel related initiatives to drive channel growth?
Mr Vikram Kalia- Intex presently enjoys a strong base of more than 40,000 channel partners across the country and plans to add around 10,000 more in future. We regularly undertake various channel related initiatives to keep abreast our channel partners with new range of products, marketing initiatives, expansion plans and news on Intex.
Vikas Gupta- What is your growth strategy here? What are the engines of growth for Intex in India?
Mr Vikram Kalia- We at Intex would be focusing on all spheres of business to grow to next level. To start with we are focusing on channel expansion which is exploring new territories, strengthening our existing network and creating new network for the new product lines we are venturing into. Secondly we will be introducing new products under the existing product categories to excite the senses of consumers. Thirdly we will explore new business opportunities which can bring us revenues. We have already started strengthening our service set up to support overall growth we are planning in products and revenues.