‘We are looking for partners who believe in Envent Ideology'

‘We are looking for partners who believe in Envent Ideology'

In January 2012, two IT veterans got together and founded Envent to offer innovative and high quality products. Within few months, the company has made its presence felt with launch of few stylish and quality products. Sandeep Ramani, COO, Envent talks to DIGITAL TERMINAL on company’s go-to-market strategy and upcoming channel plans.

DIGITAL TERMINAL:What was the idea which guided you to found this company?

Sandeep: The Idea behind Brand Envent is Innovation, Affordable and Quality products. The idea was to build an Indian indigenous brand which can standout among competition from MNC brands with its brand Image, innovation and quality.

So I and my ex-colleague & friend Sukhesh Madaan got together to changethe game. We both were from same industry and worked with best of the brands even launched few of them in India. We have great understanding of Indian market and we do have very good relationship in channel and corporate. Several workshops were held and finally we are here today. We took a conscious decision that we will offer innovative products and will never compromise on quality.

DIGITAL TERMINAL: What all basics you keep in your mind while introducing new products in the market?

Sandeep: As innovation and quality is the key for us, we offer aesthetically designed products with all safety certifications in place like CE, FCC and RoHS. Currently we are working on 3 broad categories, IT – Desktop & Notebook Accessories, Telecom and Mobility Accessories and Lifestyle Accessories. Our Product packaging is also of the International Standards and at par with the MNC brands.

DIGITAL TERMINAL: Which distribution model you are pursuing in Indian market?

Sandeep: We are working through Regional Distribution Model in India. East, west and south is being catered by Venktron Digital, whereas north is being distributed by Exclusive Systems for IT and Sangee Communications for Telecom. They in-turn have appointed Volume Partners to cater to dealers and SI base. Currently we have about 50 plus Volume Partners and the list will grow to 100 by the end of this quarter.

DIGITAL TERMINAL: Are you planning for appointing new partners? What are the qualities you might be looking in new partners?

Sandeep: We are already in the process process of signing new partners across India. Fortunately everyone is appreciating our products and its quality as well willing to join us. We are looking for partners who believe in Envent Ideology and would like to work with the same emotional connect as we have with the brand. Of course we are also responsible to take care of their business interests.

DIGITAL TERMINAL: What are your plans to tap B & C class cities?

Sandeep: Without saying we are more aggressive in appointing partners in B, C, D and E class cities. We have our own sales team in such cities which gives confidence to our partners. Additionally, we will have regular interactions with the partners through dealer meets, schemes, road shows in these cities as well.

DIGITAL TERMINAL: What sale support and marketing support you offer to your partners?

Sandeep: Our products have best warranty terms to match with other brands. Starting May 2012, we will have 10 service centers across India in the first phase which will increase gradually going forward. Also our distributor’s branches will offer service support to the consumers where we are not having own service centers. Barring Speakers, all our products are covered under 100% replacement which again gives a confidence on the product quality.

We have our own team for deployment of Marketing and POS material. As soon as we get the store list from our distributors who have started selling Envent Products, our team act quickly and merchandize the store with Envent POSM and digital prints. You will see lots of innovative marketing material from us which will make us stand apart from the rest of the lots.

DIGITAL TERMINAL: What impact do you see on recent hike on Excise duty and CVD?

Sandeep: The impact will be same for us as everyone else but as a matter of fact, everyone tends to pass on the increase or decrease in price to the end customer. So if the duty increases or decreases it affects the end customer directly. However, recent small hike in duty will not have a very substantial effect on end user prices but we are more concerned on the INR - USD exchange ratesas this directly affects the prices.

DIGITAL TERMINAL: What are your upcoming plans to educate your partners?

Sandeep: We are planning for dealer meets and seminar in all major cities to showcase our products and its USP. While to increase awareness among end users apart from regular advertisements, we will be participating in exhibitions, organizing road Shows, in-store and outdoor branding activities.

DIGITAL TERMINAL: What is your go to market strategy for AMJ?

Sandeep: We have very aggressive plan for this AMJ. Through this quarter we will run several schemes, dealer events, participation in all big expos and exhibitions like COMPASS, road shows and carrying regular advertisements. We are preparing lots of other interesting promotions which will instill confidence in the brand.

DIGITAL TERMINAL: What set of margins and profits you give to your partners?

Sandeep: We are offering good and reasonable margins to our partners and they will vouch for this. As we have three different verticals, different margin structures, direct and in-direct, have been offered to the partners and they are quite happy about our offerings.

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