ADATA is a world leading memory brand, with global marketing and distribution of a complete line of memory modules. In recent times, especially, in India, there has been an intense competition and PC component manufacturers are doing their best to differentiate themselves and add value to their offerings. ADATA too has revamped its India centric strategy to cater to the unique conditions that exist here.
Syed Arshad Chishty, Sales Director, India, ADATA, sats, “In almost every segment that we operate, it has been ADATA’s endeavour to differentiate our products from the mass market products either in design or functionality. Eg. While most brands have External Hard Disk Drive products, they are essentially clones with only the colour or size of the external box being different. However, ADATA’s external Storage HDD are designed to be able to handle the rough and tough of daily life, so they are “Shockproof”, “waterproof” & “Dustproof”. We call them DURABLE HDD.”
Being that India is a highly price sensitive market with low PC penetration a pragmatic pricing strategy is the need of the hour. Thus the challenge for ADATA is to decide if it wants to position its brand as a mass market one or where it offers products with high performance and cutting edge features at a premium. The company highlights that it has a strong R&D as well as design team to leverage its products in either segment.
Providing his insight on the market in India, Chishty says, “ The Flash & Storage market in India or in any other geography is essentially three different segments: USB Flash Drive, Flash Card (SD Card) & Flash Storage (SSD). ADATA currently does not address the USB Flash (Pen Drive) segment, as India has imposed an “Anti-Dumping Duty” on the USB Flash products originating in Taiwan & China. While, we have taken this up with the Taiwan Government, the case is under progress with the WTO Tribunal. The way around would be to manufacture the USB Flash Drives in India, but there are some challenges in that.”
He further highlights that the Flash & Storage market in India or in any other geography is essentially three different segments: USB Flash Drive, Flash Card (SD Card) & Flash Storage (SSD) and that the Flash Storage (SSD) segment is still in a nascent stage in India. The company is looking to address this through National Distributors & Large Corporate Account partners.