Vishal Peripherals, a leading name in distribution and retail, has been making significant strides in the Indian IT market. Rajeev Ranjan, Editor, Digital Terminal exclusively spoke to Vikash Hisariya, Director of Vishal Peripherals to discuss company’s growth. From strengthening brand alliances to building immersive customer experiences and expanding into new markets, Vikash shared how the company is shaping the future of tech retail in India.
Rajeev: Vishal Peripherals has seen impressive growth recently. What key factors do you believe have driven this success?
Vikash: Currently, the primary driver of our growth is our focus on the customer. The more we prioritize and work towards enhancing the customer experience, the more opportunities for growth naturally emerge. To achieve this, we have established experience zones where customers can engage with our offerings firsthand. Our approach is to first create meaningful experiences, then develop dedicated experience zones, and finally design a seamless journey for the customer. By actively working on solutions that cater to their needs, our growth becomes a natural outcome.
Rajeev: Which brands are you currently associated with, and how are these partnerships adding value to your business?
Vikash: We are proud to be associated with over 100 brands today, including industry leaders like Intel, AMD, Nvidia, Micron, and WD. While these brands may compete with each other, we have built a strong ecosystem where collaboration is key. Our focus is on ensuring that every brand effectively reaches the consumer. By working together, we create a seamless experience that benefits both our partners and our customers.
Rajeev: How has your partnership with Micron evolved over time, and what impact has it had on your overall growth and business strategy?
Vikash: Our approach with Micron is centered around strengthening our connection with customers. While Micron is a major brand in the enterprise segment, our focus is on making customers aware of the technology available to them and Micron’s presence in India. By educating customers about Micron’s infrastructure and offerings, we create a value-driven ecosystem where Micron benefits, we benefit, and most importantly, the customers benefit.
Rajeev: You have been actively engaging with the retail community at Convergence India. What was your main goal in being part of this platform?
Vikash: Our primary objective is to gain insights and knowledge, as we may eventually launch our own brand and venture into manufacturing. It is essential for us to understand how brands establish their presence across different platforms and how the ecosystem functions. Before stepping into this space, we believe in first learning and preparing ourselves thoroughly. This phase is a crucial learning stage for us.
Rajeev: Looking ahead, what kind of growth or expansion plans do you foresee for Vishal Peripherals over the next 2–3 years?
Vikash: In terms of retail expansion, within the next three years, we aim to establish a presence across India by covering approximately 10 to 12 cities. In Hyderabad alone, we plan to operate more than 20 additional stores, extending our reach across Hyderabad, Andhra Pradesh, and Telangana. Additionally, our e-commerce platform, Vishalperipherals.com, is experiencing a steady growth rate of 30-35% month-on-month. Our primary focus is to provide a one-stop solution with a live experience, and this combination will play a crucial role in helping us reach a wider customer base.
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Rajeev: How have you streamlined your supply chain to support an omnichannel model, blending in-store experience with online convenience?
Vikash: We have a dedicated logistics team that works closely with all partners within the ecosystem. While creating an independent logistics company within our system may not be feasible, we focus on leveraging existing logistics networks to optimize efficiency. Our priority is to ensure the best possible service for our customers.
For us, the most important aspect is not just sales or purchases but also service. If we aim to provide a premium experience to our customers, it requires additional effort from brands in terms of service support. We actively engage with brands to ensure seamless service. However, there are instances when brands face challenges such as stock unavailability, service delays, or courier issues. To address this, we maintain extra stock in our buffer zone, which serves as our service reserve. In case of delays from both the supplier and our end, we ensure that the customer is not affected by providing a standby solution, ensuring their experience remains uninterrupted.
Rajeev: With customers becoming increasingly selective, what strategies do you use to attract them, and what’s your key message to encourage them to choose your store?
Vikash: We have a 360-degree approach to engaging with customers, whether through social media, our website, various networks, or our retail outlets. Our key differentiator in retail is the hands-on experience we provide. To ensure this, we continuously invest in research and development and have established an experience center where customers can explore and test solutions in real time. This live interaction allows them to make informed decisions based on firsthand experience, which we believe is a crucial factor in meeting customer expectations effectively.
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