“Product Innovation is at the Center of Our Business”

March, 06, 2018

India’s leading brand, Dell has very successful year 2017 as the company enhanced portfolio by introducing excellent machines for different consumer segment. The company also focused on to boost channel relation in tier-2 & 3 cities by building MBO connect portal. The brand also came aggressive on gaming markets by launching best gaming machines for gamers in India. In an exclusive interaction  with DT for its next edition of  Year Book, Nikunj Murukutla, Sr. Director- Sales, Dell Consumer and Small Business, Dell India shared company’s overall journey in year 2017 and his upcoming plans for next calendar year.  

DT: What have been the crucial milestones of your company during year 2017? 

Mr. Nikunj: 2017 has been a successful year for Dell in India- the Multi brand outlet portal and the gaming products are worth a mention here.The MBO (multi-brand outlets)connect portal launched by Dell is directly establishing a deeper connect with our partners in tier-2 and tier-3 cities of India. Dell is engaging with them and incentivizing them on target attainment. The MBO establishes direct connect with the brand and target achievement. The portal also guides users on product information and has a redressal mechanism for any queries related to target attainments, payment systems and information on incentives that the partner is eligible.The new products that we launched this year, all have been successful, with Dell gaming needing a special mention. The new gaming products resonated well with the channel as well, making it a big win for both the product and the channel partners. 

DT: What were the major challenges for your company? How do you fought those challenges?  

Mr. Nikunj: The transition during the new tax regime was a great opportunity found amidst a challenge. This tax initiative by the government required alignment with our partners. Dell articulately handled the transition of tier-2 and tier-3 partners, when the tax regime kicked in. Dell supported them in every activity to ensure a smooth transition-running demand generation activation, assisting with transitions of channel, and design generation activities, to name a few. 

DT: How GST changed your business affair in year 2017? What were your preparations to adopt this biggest tax reform?    

Mr. Nikunj: GST has removed the tax barrier we had in multiple states; now the taxes are uniform within the country. With the implementation of GST, our operational efficiency in terms of logistics have improved and we are able to move goods faster. 

DT: What's your channel strength currently in India? How do you plan to boost channel strength in year 2018? 

Mr. Nikunj: On the MBO connect, Dell has close to 2000 partners, who are doing their quarterly business with us. We are looking to expand to 4000 partners and improve our engagement with our partners and channels. 

DT: How do you assure your customer excellent service support?  

Mr. Nikunj: Dell’s provides excellent customer service through initiatives such as Premium pro support & Dell support. Premium support is a comprehensive support service for consumer PCs that dramatically improves the customer experience through simplified and hassle-free support.The service provides 24x7 anytime, anywhere phone access to expert technicians, personalized assistance for complex software issues and the first and only proactive automated support for consumer PCs. Powered by the SupportAssist technology, as an industry first, the service automatically detects both hardware and software issues and proactively alerts consumers when they occur. Support Assist also enables Dell’s technicians to initiate contact with customers and begin resolving the problem, often before they even know an issue exists. Additionally, there are about 217 Dell service centres spanning within the country to address customer issues, apart from the inbuilt service support technologies. 

DT: What will be your key Go-To-Market Strategy for year 2018? 

Mr. Nikunj: Our existing Go-To-Market Strategy is working well and we would continue to improve our market shares in our segment markets.

DT: What will be major products you will be launching in year 2018?  

Mr. Nikunj: Product innovation is at the center of our business and the channels can expect exciting products coming their way.Keeping track of trends, Dell’s range of sleek and versatile products will keep the channels and customers interested, the coming year, as will our focus on Gaming, given it’s the fastest growing segment.

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