Altec Lansing comes to India

The US-based Altec Lansing Inc--the world leader in audio systems for multimedia PCs and home entertainment systems--is on an expansion mode, making major inroads into the South East Asian region. It has appointed Trifin Technologies as its national distributor for developing the distribution channel in India.

The formal announcement of the partnership is slated for the coming week where in both the companies would come together for the first time in public. The launch would include a formal presentation that would give an insight into the company's worldwide presence, company's plans and strategies in the country and its expectations here. A temporary demo zone would also be devised which would display the entire range of Altec products in India, for the touch and feel and experience.

To promote the brand in the country, Trifin shall be engaging in lot of marketing initiatives. The newly appointed distributor plans to focus initially in the North zone in the country before expanding to other zones. Trifin has already identified its key partners in most of the areas.

The channel partners are being extended products at demo pricing so that they can invest into the demo units and derive maximum sales. The company is already working on India specific merchandising. Trifin is also planning to tie up with OEMS for bundling the world class speakers with their PC range. The company is looking at adding more products down the line in the areas of multimedia and niche market.

Sounding excited about the partnership, Ashish Aggarwal, Director, Trifin, said, "The market has been pretty upbeat about hearing Altec's entry into the country. Initially starting form north India, we would surely expand to other parts of the country, as and when the business shows green. We have specially designed and customized programs for all our partners in sales."

During the course of this year, Altec is targeting the Indian, Japanese, Chinese and Korean markets in a big way. India has been chosen as its first business destination and gateways to enable complete coverage of all major countries within the Asia Pacific region.

The company will put in place a series of marketing and associated branding initiatives leveraging the strength of a wide network of channel partners, streamline specific relationships with Oems and system integrators. It will also develop 'Demo Zones and Units' apart from deploying shop-in-shop concept stores for its wide portfolio of audio products here.

Describing the company's roadmap to establish itself in India, Tony Wilkinson, VP (Sales and Business Development), Altec Lansing, said, "Strengthening marketing, sales support, engineering development as well as a streamlining of all process and systems is being undertaken to position Altec as a greater force to be reckoned with by the year end. Expansion into new markets--home theater audio, consumer audio, Altec Pro, personal audio and an even expansion within the PC audio market--will be more than apparent by end 2002."