TP-Link, the leading brand in India has continued its momentum to capture large market share in networking business. With its excellent product positioning and effective channel engagement program.
Contributing to Digital India Mission
In recent times, we have seen data became affordable since when JIO came into the business. Internet has become basic amenities for anyone in the country as we are moving with a dream for Digital India. Establishing excellent internet connectivity depends on products like Wi-Fi router and modem. As there is huge growth in the networking business, many global brands have started their business in India. But TP-Link which came to India almost seven years ago, has contributed and witnessed the India’s internet revolution by proving best and affordable solutions to Indian consumers.
Now after working hard and investing much more in offering best solutions, the brand has become common name in India. Bijoy Alaylo, General Manager – Sales, TP-Link India Pvt. Ltd., says, “India has already moved to the next level of Data usage limits and soon to be seen the Internet revolution in terms of Speed and Connectivity. With this kind of leap now the market has more acceptance towards TP-Link since we have a bigger basket of products to offer in comparison to our competitors. TP-Link now is accepted by people as their regular GO-TO brand when the word Wi-Fi pops up.”
This calendar year has gone through big impact like demonetisation and GST which affected all businesses in India. Kunal Raul, General Manager, TP-Link India Pvt Ltd, says, “This year has seen lots of challenges in the market due to some bigger policy change by our government. But we have faced and overcame all challenges which came into post demonetisation and GST era. TP-Link continued to promote its brand, products and partners throughout the time. Our company carried on momentum to launch excellent products at an affordable price point. Our latest product launches of Deco M5 home automation pack of 3 whole home Wi-Fi system which come with trend micro antivirus, has got tremendous response. We took gaming market very seriously and kept us engaged by associated with gaming events.” The company has also launched “Gameholix” gaming series routersto boost its product offering for gamers.
Focusing Up-Country Market
The company has aggressive plans for upcountry market in India. Sharing more on this, Bijoy says, “The coming year is of course crucial to TP-Link where we already have started to put in efforts towards increasing our presence in T3 & T4 cities. The retails are a strong part of the channel in these cities and we plan to encourage these retails through regular promoters of TP-Link at their store, investing in the proper shop-end display and enough visibility in and around the retails to pull in more customers.”
The company keeps on engaging with partners in very effective manner especially to tap opportunities in non-metro cities. Kunal reveals, “We keeps on planning partner meets in different tier 2 and tier 3 cities to penetrate in new markets. This has helped us in increasing brand reach and developing new channel.”
Major Challenge
In technology business, educating consumers about new and latest innovation plays excellent role for tech vendors. Technology changes very quickly and consumers need to update their system as well. Kunal adds, “We faced many challenges which affected networking business this year in India. In recent times ISPs started offering high speed internet connectivity to their consumers. So here consumers were not aware about upgrading routers. This was one of the major challenge as we were required to educate masses about the need of high end AC technology router which will fulfil advance needs of consumer and create stronger base network at home to connect future smart home automated devices like smart bulbs and smart plugs.”
Channel Rewards & Support
TP-Link is one of the channel friendly company in India currently. The mutual benefits between company and partners have helped TP-Link in capturing large market share very quickly. Bijoy, says, “Our effort has always been to support the channel partners towards having a smooth experience doing business with TP-Link. With the recent past having some negative effect on the industry as a whole; we as a brand have taken steps to keep partners glued to the brand and support the ones who have stayed with us in tough times. Be it awarding the top performers with foreign trips or running region wise schemes for the dealers.Our effort has been towards keeping the partner with us.”The company observed tremendous growth in the recent times as partners coming up and qualifying for the same and wanting to grow along with the brand.
The brand is always ahead in providing best marketing support to boost its branding across region. According to Kunal, “We have planned lot of marketing activities and special discounts and offers at online portals, channel and retailers and also at LFR. We have also introduced Dubai Scheme for our channel partners to motivate and reward them for their hard work and brand loyalty.
Excellent Service SupportBy providing excellent service support for customers, TP-Link has successfully gained large customer base in India. The brand plans to boost the service support further to cover more areas. “We have our own service centres in top 10 cities and now we are further investing in our service support infra by introducing new services centres in tier 2 cities.Also we have associated with service partners all across India to give faster and prompt service to our customers,” Kunal concludes.
