Digitisation has made life easier, and alongside handling an increasing pile of data has become a herculine task. However, high power memory storage devices available in the market have solved this problem as well. The increasing use of powerful RAM & SSDs have empowered the content creators, professionals, and gamers to push their boundaries and achieve higher efficiency. ADATA is one of the prominent market players in the storage and memory product segment. Its product range is very popular among customers. Rajeev Ranjan, Editor, Digital Terminal talked to Sachin Sharma, Country Manager-India, ADATA Technology (India) Pvt Ltd on various topics. Let’s take a look on the conversation:
Rajeev: Could you please talk about ADATA’s performance in CY 2022? What were the key milestones for you during previous CY?
Sachin: 2022 was very tough year as initially industries believed market will accelerate, but the market sentiments were quite different. On the other hand, we witnessed major price correction in both DRAM & SSD, that was again a challenge for us as manufacturers. Demand was less due to many reasons which we really didn’t expect and the over-supply of material made it challenging to manage inventory as well. However, we did excellent business in XPG Gaming DRAM and maintained our position of No 2 in India.
Rajeev: What will be the key market trends in year 2023 for storage (SSD & RAM) segment in India? What all offerings you have from ADATA?
Sachin: DRAM will be stable and prices might change anytime as current prices are at the bottom level and there is no further room to drop as per my understanding. SSD still is a challenge as there are many brands available in the market and there is severe price competition going on. Major share of SSD come from lower capacity 120 GB & 240GB in India which is dominated by B brands/OEM SSD which are available at cheaper prices than branded SSD.
Rajeev: How do you see the adoption of XPG product among gamers in India?
Sachin: XPG products have become quite popular among gamers and we have been receiving an outstanding response from the gamers’ community. Brilliant performance, sustainability and world-class built are some of the main features that have made XPG product favourite among gamers. Moreover, they have liked our Power Supply, mainly because it is the most reliable product available in the market at the competitive pricing structure in INDIA.
Rajeev: What is your current channel strength? How do you value your association with partners?
Sachin: We have a strong network of channel partners that work throughout the year to place us as leader in the market. Our partnership with them is great and we value their support. During our journey, we have seen them working hard in all challenging conditions and despite huge competition, they have been contributing to our success. Our channel partners are our main strength and because of their support we are standing at this position.
Rajeev: How do you make a balance between online partners and offline partners?
Sachin: We try to keep different sku’s for online and offline partners that straightaway help us maintain a balance between our online and offline partners. And also, we maintain pricing of other sku’s as well so that there is no conflict. Such kind of approach has never put us in any sort of dispute and we have been working together with complete potential to sustain a balance between online and offline markets. Our strategy is to take the business growth on next level in which our online and offline partners have big roles. Therefore, we have different strategies for both platforms and it works best for us.
Rajeev: What is your commitment when it comes to provide best service support to your customers?
Sachin: We have appointed Gigabyte as our service provider and they have a network of 54 service centre across India to serve the customer. For XPG Gaming we have appointed Acro Engineering to serve the gaming customers across India. In past, there has been some delays in our service to customers but currently we have already very strong service support mechanism to give best experience to our loyal customers. We will make sure that we will continue to provide excellent service support to our customers going forward in year 2023.
