“We Streamlined our Portfolio”

“We Streamlined our Portfolio”

Dell India has witnessed a robust growth in India on the basis of its new strategy. The company rolled out a new range of devices in different formfactors. However, the company still dreams of reviving the PC adoption in India’s growing cities. P. Krishnakumar, Executive Director & General Manager, Consumer & Small Business, Dell India outlines his channel plans with DT.

How do you rate the year 2014 for your company?

2014 has been a year of accelerated growth for us. We streamlined our product portfolio and expanded our device portfolio in 2014 with the launch of new form factors such as the Venue tablet family. We made changes to the way we do business to make Dell easier to do business with. We were focused on building innovative new form factors like the introduction of the Inspiron 2-in-1 convertible notebooks, to match the changing usage needs of our customers. We grew our retail presence to 300+ Dell Exclusive stores over the last year to ensure that our consumer portfolio is easier to access.

On the business side, Dell has charted sustained growth in the India market, growing over the course of a year from 11.8% in Q3 CY13 to 22% in Q3 CY14 in terms of unit shipment according to IDC’s Quarterly India PC Tracker.

In what ways did the channel help you steer your business forward?

Channel is a key driver for technology adoption in the country, since maximum growth is expected to be spearheaded through Tier 3 to Tier 5 markets. It is in these markets where the channel helps in expanding Dell’s reach, therefore contributing to technology penetration. We believe in thorough engagement with our partners – be it Dell Exclusive Stores (DES), multi-brand retailers or large format retail stores. We have direct contacts with channel partners in over 1000 cities and it is our robust channel network expansion that has accelerated Dell’s efforts to be present across the country, and to be accessible to a widespread audience.

How deeply are you entrenched in the market, especially in tier 2, tier 3 and tier 4 cities?

India’s growth cities present the next wave of PC adoption, and this will see fruition with an enhanced awareness and understanding about personal computing. We have a presence in 1000+ cities and towns through channel presence and as of early January 2015, have opened 310+ Dell Exclusive Stores. This rapid retail expansion is indicative of Dell’s widespread and growing presence across market tiers. We see immense potential in activating retail and channel presence in these towns and Dell believes in being accessible wherever the customers want to reach us. We are present across retail formats including Dell Exclusive Stores, Multi Brand Outlets, Large Format Retail Stores as well as Dell’s online retail platform – DESA (Dell Express Ship Affiliate) program through which customers can directly log in and make purchases online.

Why should your channel partners feel motivated?

Having worked closely all these years, Dell has come to enjoy a healthy relationship with the channel community. Considering our focus is to expand our presence in Tier 3 to Tier 5 towns in order to increase technology penetration, we believe that growing and nurturing the Channel is a primary consideration when it comes to growing our presence.

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