“Our GTM Strategy Is To Create The WIN – WIN Situation For Brand & Channel”

By: DT News Network
March, 22, 2019

Rapoo made its presence felt in Year 2018 by launching various innovative products for Indian consumers. They also succeeded in creating strong channel base to reach across all market in India. Now they have chalked out a very strong roadmap in Year 2019 to boost its market share significantly. Under the leadership of Mukesh Chaudhary, Country Head, India & SAARC, Rapoo, brand eyes big turn around in the New Year. Mr. Chaudhary shared his entire plan for new calendar year with DT.

DT: How has been the year 2018 for you? 

Mr. Mukesh: The Market has remained volatile throughout the year. Old challenges continue to remain in the Industry. Neither there was a decline predicted nor a sudden massive revival or change that happened this year. The Industry has been going steady. For Rapoo, we are at the position in the Industry where ‘we are now being noticed and not just seen’. The Brand ideology on focusing innovation blended with no compromise on quality or after sales service has allowed us to establish a strong foothold in the Indian Markets. Over the span of 1 year, the direction of technology has been inclined towards bringing the holistic consumer experience.

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

Mr. Mukesh: We have always had a strong channel ecosystem in India which has the perfect balance of both the Online and Offline Market. For us, Channel Network plays a very important role in our growth, considering they bring the direct impact to our customers. Our Go to Market strategy is to create the WIN – WIN situation for both the Brand and Channel. On a regular basis, we strategize schemes and promotional activities to help the channel partners promotes them, offering the best of value added services. We also train our partners to bring differentiation and also innovate new business models for them. Our focus is in identifying new opportunities for them and expanding business profitability. Considering the increasing trend of online shopping, we have very recently also introduced Rapoo e-store, which has everything under one roof.

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

Mr. Mukesh: Today, Rapoo is a well-recognized brand in India. The company has undertaken a lot of initiatives in the last one year. We are now aggressive on expanding our operations in India, focused on increasing the footprints. Apart from this, we aim to come up with Rapoo Experience Zones which would be one of its kind, bringing the users the first-hand experience to our products. Our retail venture is our next phase of building relationship with our customers and our channel partners. Apart from this, we are also looking at stronger ties with Tier 2 and Tier 3 Markets as we believe those are the potential markets too. 

Our hero products today include Gaming Headset VH300, 9160M Multi-mode Wireless Keyboard & Mouse, V550RGB Backlit Mechanical Gaming Keyboard. At Rapoo we look forward to constantly roll our innovative solutions for the Gamers. We will more strengthen our channel ecosystem and same time emphasize on Omni channel marketing thereby, innovating new products and upgrade our current product portfolio.

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

Mr. Mukesh: The information and communication technology (ICT) sector has played an important role in India’s economic growth. The Indian government has placed technology at the heart of India’s growth story, with emphasis on policies such as Digital India, Make in India, and Startup India. Though there has been encouraging behaviour on domestic Manufacturing, however Make in India needs a more collaborative stance for multinationals to work more effectively with the Local ecosystem.



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