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“Our Business Strategies Are Centered On Channel Welfare & Profitability”

By: DT News Network
March, 11, 2019

Over the years D-Link has been a leader in end-to-end networking solution. They lead the networking industry with innovative to provide high-performance and cost-effective solutions. D-Link continues to hold significant market share in consumer wireless & switching segment. They offers an extensive line-up of products catering to Home users, SMB, SOHO and large enterprise in India. Tushar Sighat, Managing Director & CEO, D-Link (India) Ltd. has been very much aggressive about his plans in India which helped brand in maintaining its leadership position since long time. As New Year business has just started, Mr. Sighat shared his big plans with DT.

DT: How has been the year 2018 for you?

Mr. Tushar: Year 2018 was significant as we ventured into CCTV segment and expanded our surveillance product portfolio. So far, we have garnered adequate market share and have managed to penetrate into deeper pockets of the country with our CCTV offerings. Moving forward we will focus extensively on CCTV business and work towards expanding our product offering. In consumer space we continue to lead with innovation. Some of our recent introduction like COVR - whole home mesh Wi-Fi system, Home security camera, range of AC routers, IoT products etc. are being widely accepted by consumers. Further government initiatives like Digital India and Smart city has also opened new avenues.

DT: What is your current channel strength to cover entire market?

Mr. Tushar: Partners are an integral part of our business structure. They have been instrumental in enabling us to reach-out to customers pan India. D-Link has a strong network with a healthy mix of National distributor, Business distributor & Channel partner. At present D-Link has 4 National Distributors, 80+ Business Distributors, over 15000+ re-seller/ partners & 2000+ System Integrators catering to the networking needs of customers present across the length & breadth of the country. Our product offering includes both Active & Structured cabling products, which puts us in a unique advantage position as we offer complete networking range under the same brand.

DT: How are you currently working with your partners to strengthen your market position?

Mr. Tushar: Our business strategies are centered on channel welfare & profitability. Empowering partners/ system integrators and helping them adapt to changing technology trend is crucial, and as a result we have taken the digital route. D-Link partner portal (partners.dlink.co.in) is one such business tool that helps make business easier for SI’s by updating them on the latest advancements in networking domain via. Webinars & training programs. Infact adopting digital route is vital to our business strategy aswell and we have been leveraging on technologies like Artificial Intelligence (AI) and Analytics to expand sales, customer acquisition, analyzing buying trends and to improve customer experience. These efforts have helped us to exemplify our brand value & also gives immense confidence to channel when it comes to doing business. Overall D-Link stands committed to its partner and our strategies are devised keeping partner welfare in mind.

DT: What is your overall product roadmap to escalate your growth further in CY 2019?

Mr. Tushar: D-Link has and will continue to bring innovation in networking. As the connected devices are growing, security issues are also major concern for customers.  Keeping in mind consumers current need, D-Link launched new Wi-Fi Router at CES which is powered by McAfee and it automatically helps secure all connected devices at the network level in a home, including non-display IoT devices, providing an additional layer of protection from potential hackers and for members of the home using devices and accessing online content.  COVR our whole home Wi-Fi system is another interesting product from D-Link. With three Covr points for more coverage and seamless connectivity throughout the house. Further the Wi-Fi MU-MIMO technology creates powerful, fast, and highly efficient Wi-Fi network.  Further our customers can make the most out of our Integration with new age platforms like Alexa and Google home. Wi-Fi Smart Plugs are directly compatible with Amazon Echo1, providing users the hands-free convenience of controlling their smart home via voice commands. D-Link is committed to expanding its innovation solution offerings and 2019 will see more advanced products coming out from the house of D-Link.

DT: What are your suggestions to policy makers to counter any existing business challenges in ICT market?

Mr. Tushar: Big ticket announcements by the present government like Digital India & Smart city initiatives have broadened the horizon for ICT brands. Infrastructure projects led by government such as hotspots in the popular tourist spots, railway stations, expressways and city surveillance has resulted in significant business opportunities in Wireless & Surveillance domain. We at D-Link are thrilled at the plethora of opportunity being presented and are all set to support government endeavor of Building Digital India.


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