India’s technology retail market is rapidly shifting as consumers become more informed, value-conscious and increasingly focused on experience-led buying. At the forefront of this evolution is Vishal Peripherals, which has built a strong retail presence by adapting to changing customer needs. In this exclusive interaction, Rajeev Ranjan, Editor, Digital Terminal, engages with Vikash Hisariya, Managing Director, Vishal Peripherals, to discuss changing demand, premium PC growth and the future of technology retail in India.
Rajeev: Vishal Peripherals has grown into one of India's leading technology retail brands. What has been the key driver behind this journey?
Vikash: The key driver behind Vishal Peripherals’ growth has been our ability to understand how customers are buying technology and continuously adapt to those needs. We have built our business around three core principles — genuine products, competitive pricing and a strong customer experience.
Technology buying has become much more informed, and customers today expect both the right product and the right value. Our focus has therefore been on offering products at the best prices, while maintaining a wide portfolio across PCs, laptops, components, gaming peripherals and other technology categories.
We have also invested in making technology more accessible and experiential. Our physical stores and experience zones allow customers to actually experience products before making a purchase, while our website and app provide the convenience of online shopping.
Another important part of our growth has been our ability to work closely with technology brands and bring their products and experiences closer to consumers. We believe that retail is no longer simply about selling a product; it is about helping customers discover, understand and build the right technology solution for their needs.
Rajeev: How has customer buying behaviour evolved over the past few years, and how is Vishal Peripherals adapting to these changes?
Vikash: Customer behaviour has changed significantly. Consumers today are much more informed, compare prices across multiple platforms, research extensively before purchasing and expect greater transparency. At the same time, they increasingly want solutions rather than individual products.
This is particularly visible in the PC segment. A customer building a PC may not simply want a processor or graphics card; they want to know what configuration is suitable for their gaming, content creation, professional or personal requirements.
To address this, we introduced our PC Build Finder, which helps customers explore and create PC configurations based on their requirements. Similarly, our Build Your Sim feature caters to the growing interest in racing and simulation setups by helping customers explore complete simulator configurations.
We are also strengthening the omnichannel experience through our website, app and physical stores. Customers can research online, visit a store to experience products and then make their purchase through the channel that is most convenient for them.
Value remains extremely important as well. Our best-price proposition, along with 3 months No Cost EMI on eligible products, helps customers make higher-value technology purchases more comfortably.
Rajeev: How do you see premium PC and component sales evolving in India?
Vikash: We see considerable long-term potential for the premium PC and component segment in India. The definition of a PC is also evolving. It is no longer only a productivity device; high-performance systems are increasingly being built for gaming, content creation, AI-related workloads, streaming, simulation and other specialised applications.
The gaming ecosystem, in particular, is helping drive demand for higher-performance components, monitors, peripherals and complete setups. We are also seeing customers becoming more interested in customised builds rather than simply purchasing standard configurations.
The premium segment will, however, remain value-conscious. Customers spending significantly on a PC want to understand what they are getting for their investment. This makes product expertise, configuration guidance, after-sales support and competitive pricing increasingly important.
We believe the opportunity is not just in selling premium components individually, but in helping customers create complete, purpose-built ecosystems around their requirements.
Rajeev: How do you work with leading technology brands to create differentiated experiences for customers?
Vikash: Our relationship with technology brands goes beyond simply stocking and selling products. We work with brands to bring their products closer to customers through launches, demonstrations, gaming experiences, creator-led activities and physical product experiences.
Our stores and experience zones provide an opportunity for customers to experience technology before purchasing it. This is particularly valuable for categories such as gaming peripherals, monitors, racing simulators and other premium hardware where the actual experience can significantly influence the buying decision.
We have also collaborated with leading technology brands across PC components, gaming, peripherals and simulation. These partnerships allow us to create dedicated experiences around new products and technologies while giving brands a direct connection with their target audience.
For us, the objective is to create a stronger ecosystem around the product — where customers can discover it, experience it, understand its applications and then make an informed purchase.
Rajeev: With component prices continuing to rise, how are changing price points affecting customer demand and sales across the component and PC market?
Vikash: Rising component prices are making customers more price-conscious, particularly in the high-value PC and component segment. Customers are increasingly evaluating whether an upgrade is necessary, comparing different configurations and looking for the best possible value within their budget.
However, we do not believe this eliminates demand. Customers who need a new PC or a significant upgrade are still willing to invest, particularly in performance-driven segments such as gaming and content creation. The key difference is that they are becoming more selective about where and how they spend.
At Vishal Peripherals, our focus has always been on offering genuine products at the best prices, which becomes even more important in such an environment. We also provide 3 months No Cost EMI on eligible products, helping customers manage larger purchases.
Our role is to ensure that customers can find the right configuration at the right price rather than simply pushing them towards a higher-priced product.
Rajeev: How are you managing pricing and inventory, particularly for high-value products, to maintain healthy sales?
Vikash: Managing high-value inventory requires a balance between availability and risk, particularly when component prices are volatile. We closely monitor customer demand, product movement and market pricing to make informed inventory decisions.
For high-value categories, maintaining the right product mix is particularly important. Rather than simply carrying large quantities, the focus is on understanding which products and configurations are generating demand and ensuring that the right SKUs are available at the right time.
Pricing is equally important. Customers today have significant price visibility and can compare products across multiple channels instantly. Therefore, maintaining competitive pricing while managing inventory costs is essential.
Our approach is to combine market-driven inventory planning with our best-price proposition and customer financing options. Tools such as our PC Build Finder also help us better understand configuration-led demand, while our broader product portfolio allows us to offer customers alternatives when a particular component or configuration is affected by price or availability.
Ultimately, our objective is not just to maximise inventory turnover, but to maintain a healthy balance between availability, competitive pricing and customer demand, particularly for high-value technology products.
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