The IT distribution market has witnessed many challenges during the last one year. Although the demand for IT products has increased, challenges in the supply chain remain one of the major concerns for the distribution houses. The growing demand for IT essentials has enabled IT distributors to grow and survive amid the existing pandemic. Segments like work from home and learn from home have contributed significantly to the growth of the market during the pandemic. Market players are improving their distribution models and strategies to fuel the growth momentum. Apart from this, they are also very excited about the upcoming festive season which will come as additional opportunities for them. Creative Peripherals, India’s one of the leading NDs, is also quite optimistic about the future of IT business in India. Rajeev Ranjan, Editor, Digital Terminal interacted with Ketan Patel, Chairman and Managing Director, Creative Peripherals, in order to get crucial insights about strategies to capitalize on the growth opportunities. Mr. Ketan elaborates on their business operations, marketing plans and much more. Read the excerpt below:
Rajeev: How do you see Creative Peripherals’ business journey so far in the year CY 2021?
Ketan: Our journey is always an exciting & inspiring one, CY 2021 is considerably better compared to 2020 overall, as due to relief in lockdown norms, business is picking up quite well. For every business second half of the year is game changer wherein everyone is geared up to perform, deliver and in India majorly festive seasons plays a vital role in the second half. This year will be bit a different compared to last year, as we are living in new normalcy and we have learnt from last years’ experience and to perform better in current year. Also this year is going to be more progressive as everyone strive to outperform & accelerate after stagnant & slow movement in past year.
Rajeev: What is your true strength in the distribution business? How do you intend to diversify and expand your offerings?
Ketan: Every individual & function is our strength, being into distribution business our distribution model & strategies sets us apart, to strengthen & enhance our core competency we are expanding at large scale, as a strategy we have added warehousing capacity to 375% in Mumbai & Chennai. Delhi & Kolkata will be our new warehousing hubs to take imports and to serve PAN India customers in quickest possible time. We have also standardise our processes. API integrations with Logistics partners like Blue Dart who is pioneer in industry, our push notifications has help us to delight customers on delivery front.
Rajeev: How is the growth of your PC component & Gaming Peripheral business as of now? Where do you see the major demand coming in?
Ketan: IT industry is experiencing an upward line since & during pandemic specially PC components as it’s a need of the hour, at the start people were particular about saving money & spend less due to uncertain time but as pandemic is still on and now they are witnessing that they can upgrade the gears, components, accessories and they should opt for excellent products without compromising on the quality part. Also, Gaming industry is flourishing especially e-Sports segment, target audience for e-sports gaming is millennial or Gen-Z between the age group 12 to 35, who spend around 3 hours on games & e-sports, to have better experience for these 3 hours they go for superior class products, this young millennial will never compromise quality experience over the price.
Rajeev: Please tell about the major brands that you have on-board. Are you planning to partner with more brands to grow your presence?
Ketan: We are known for experiential brand & products plus value addition to brand, partners & customers, we always think & consider what’s new technology is coming, also we strive to add new brands & products to enhance customer experience. Recently we tied up with MSI and they have launched the world’s first Intel Gen 10 Mini PC exclusively distributed us. We tied up with Colorful as well for SSD business, Honeywell Audio range is set to launch, Honeywell Air Purifier Portfolio and more products will follow us soon. In coming times we have more big news & announcement for our business partners & customers, there will be more addition of brands in our portfolio, please do follow us!
Rajeev: How are you planning to take your business forward in new normal? Please share your targets by the end of 2021.
Ketan: After going through ‘n’ numbers of lock down & unlock down in the phase I & II, we have learnt how to tackle in such type of situation and make ourselves prepared for new normal in personal & professional life. We have made changes in our work culture by adopting work from anywhere/work from home and hybrid model basis the importance & criticality of employee role. Focusing on IT Essentials is really giving a boost on our overall turnover. Business shift to the digital platform has encouraged us to put more focus & efforts on our own B2B Platform – Ckartonline, we strongly believe that this avenue of ours will explore new business opportunities. We plan to grow minimum 25% upward against last year.
