Shweta) What are the main storage trends in the India? How have they changed or evolved over the years?
Mr. Parekh) Data is growing at an exponential rate and so is the need for its storage. Portable storage, which used to be only about capacities, is now moving to value adds like higher speeds, encryption, Wi-Fi sharing etc. This trend is mainly due to the change in user habits of consuming data. It’s no longer limited to backing up personal or official data. We store photographs and videos more than just files and documents now. Therefore, USBs and portable HDD with large capacity, higher speeds, and Wi-Fi sharing have gained immense popularity in this segment.
Shweta) How are these changes going to affect the storage business?
Mr. Parekh) Today, the average consumer is consuming more and more data every day, either with the desktop, laptop, tablet, phablet, smartphone, digital camera, SLR, DSLR, music consoles, etc. Newer technologies provide better features to the gadget users by giving them better options for the camera, audio/video playback, streaming, sharing, etc. However, to use these benefits to the fullest, the user needs more storage space which he can possibly satisfy, with Flash memory cards or even the new wireless storage options. The need to consume data is on the rise and so is the need to store it, which is positive for the storage business.
Shweta) What are some of the points where Kingston products score over the competing forces in India as well as globally?
Mr. Parekh) Since 1987, Kingston has been known for the highest quality memory products available and there are several things that set Kingston apart from the competition. Our products go through a stringent quality and performance test before they’re out in the market. Also, we offer a vast range of products that suit the needs both, the business user as well as the general consumer. Kingston assures Superior quality, Guaranteed compatibility, Convenience, Stability, Reliability, Expertise, Legendary Warranty and After Sales support.
Shweta) What are the different activities lined up wrt to channel engagement programs?
Mr. Parekh) From Kingston’s perspective, retail market does not exist without channel partners. Retail is big but it’s catered through our channel partners. We value our channel and try to get them on the same page as we are. Kingston has various schemes and programs for the channel to encourage and motivate them. Apart from incentives, we are channelizing our energies to educate and make our partners aware about products and technology that shall help them fight tough times.
Shweta) As you look back at your six years as Marketing Director, India, of Kingston what do you see as moments that have been very satisfying?
Mr. Parekh) Being here for more than half a decade, I have seen the industry transform and grow. The outlook of the consumer towards storage has shifted from technology products to commodity products. The most satisfying period has been to see brand Kingston change from being just a technology brand into a lifestyle technology brand. We have been focused on our core values of commitment, accountability, reliability and empowerment in Indian market.
Shweta) What has been your greatest achievement till date? What did you learn from it?
Mr. Parekh) I personally am a strong believer of Relationship Management and have successfully developed a complete distribution network and channel. The Indian market is dynamic and needs a strong strategy to place the products well. The demand for memory products is growing and hence creating awareness about our products becomes important. We see strong players all the time but then what matters is who implements the right idea at the right time and space. On a more personal front I feel, within in the Indian tech space there is a strong growth potential in the ecommerce and e-tail sectors. It is not less than an achievement to see Kingston transform from a technology company into a lifestyle brand. A lot of strategies have been placed for making this happen and it is satisfying to see it become possible.
Shweta) Apart from being a successful marketer, what other likes and hobbies do you have?
Mr. Parekh) I have always been focused on having the right balance between work and leisure. When not at work, I do spend time with my camera and listening to good music.