The demand for gaming related products is increasing and with the help of technology we can reach to markets with limited physical presence – Niranjan Singh, Nitex Infotrading, Interview

Niranjan Singh, Director - Sales & Marketing NITEX INFOTRADING

Niranjan Singh, Director - Sales & Marketing NITEX INFOTRADING

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Nitex Infotrading is an IT Hardware company located in the national capital of India. The company is involved in the marketing and distributorship of gaming-related products all over the country. Niranjan Singh is the Director of Sales & Marketing at NITEX INFOTRADING. He was in conversation with team IT-Voice recently where he answered questions related to the industry, business, and future ahead. Below is the brief from the interactive session:

Prateek: How has the organization performed in the last one and a half years dominated by the lockdown and the pandemic?

Niranjan Singh: Nitex Infotrading was started in the month of October of the year 2019. We received an excellent response from the market in the initial months. We added brands like CosmicByte, ThermalTake to the portfolio. We started distribution of CosmicByte for the North India region and Delhi region for ThermalTake.

But then, unfortunately, the pandemic started to spread followed by a series of lockdowns. As we deal in the IT peripheral and gaming hardware products it was a little difficult for us as the business could not have been managed working from home. Most businesses started suffering losses in the time and we were affected too.  But soon, we started to organize the daily operations and our newly established business. I believe it was a learning phase for the organization and now we have cemented our presence in the market with profits rolling in. We have also added graphic cards, motherboards, and other gaming-related products to the portfolio.

We have partnered with the gaming brand GameMax as the national distributor in India in December 2020.

Prateek: The gaming market in India is speculated to grow at an exponential rate. What role is Nitex Infotrading ready to play in the market?

Niranjan Singh: We had an experience of over 15 years in the gaming market when we incepted Nitex Infotrading. I myself have worked with the top players in the gaming hardware industry. I believe that the experience came in handy during the lockdown period. Today we have established ourselves with the brands like Cosmicbyte, Evermedia, Legato, Black Magic, etc. The gaming market in India is still in its early years and we are hoping that it will grow at a steady pace. Nitex Infotrading is willing to take the lead in the business.

Prateek: Please tell us something about the recent partnership between Nitex Infotrading and GameMax.

Niranjan Singh: GameMax is a technology company involved in the manufacturing of gaming products like cases, power supply, cooling, keyboard, monitors, and other accessories. We have partnered with GameMax as the national distributor in India. I believe that with our strong distribution network we can penetrate the market with the GameMax gaming products.

Apart from GameMax, we are also working with EverMedia as the regional partner. Similarly, we are the distributor of ThermalTake products in the Delhi NCR region. And we will be signing with the Onikuma brand that are expert in manufacturing gaming headsets, keyboards, etc.

Prateek: What will be the company’s strategy to penetrate the diversified Indian market?

Niranjan Singh: India is a big country in area and the way of conducting business has evolved dramatically due to the pandemic. We as an adaptive organization understand the business requirements, have started focusing on eCommerce as well. We have started to list our products on so that we can penetrate to geographical locations where we have lesser or no physical presence of the branches.

Gaming enthusiasts can get all the information on the availability, price, brands, etc. on the website. So, equal efforts will be invested in the offline as well as online platforms.

Prateek: What percentage of the total sales is attributed to online platforms?

Niranjan Singh: As I have mentioned that much change has been seen in the way business was done. The tech-savvy youth in India is easily attracted to the online sales platform. We understand the demands of the customers and therefore can deliver the right products to the right customers at the right price. Online sales have generated a remarkable percentage of the sales and it is expected to grow more than the offline sales platforms in the coming years.

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