Amkette gears up to make a comeback

Kolkata: Amkette, in order to revitalize the brand and diversify its product portfolio, is all set to expand nationally. It is also planning to increase its channel base for the same purpose. As part of this initiative, the company has launched two new products and is looking forward to implement aggressive marketing strategy around the same. “Our newly introduced products include Flash TV and a wireless keyboard with inbuilt trackball. The Flash TV allows users to view movies, slideshows and multimedia components from hard disk to a television. It also supports a wide range of file formats and codecs, including New Technology File System (NTFS). Also, we have integrated the use of mouse into the keyboard in a trackball, thus eliminating the need to have a separate mouse component,” said Nikhil Bapna, Product Development In-charge, Amkette. Besides, the company has also come up with two new ranges of combo keyboards and mouse for the premium segment.

However, in its portfolio offering, the company has also introduced a five-port USB hub, wherein every port has a power chip placed in order to control the flow of power for USB ports. They also introduced a laptop sleeve made of neoprene that offers more protection from external laptop damage. “We are planning to stage a comeback, especially in the East India market. Being strong in the West and southern India, we are now looking ahead to revive the company in this zone, besides revamping the company image. We have altogether reworked on the logo and want to project the Amkette brand not merely as an optical media company, but as a holistic peripheral's company, specializing in peripheral and component manufacturing,” Bapna concluded.

Recently, Amkette has appointed Lalani Infotech as its distributor in the eastern market for its premium range of products. The company has also opened a new branch office in Bhubaneshwar placed under the Kolkata administration. In the present market scenario, the company has claimed to have a 15-20 percent marketshare in optical media products and 5-10 percent marketshare in the flash drive space.

On the marketing front, Amkette is keen on making its presence felt at a wider level, and is thus participating in exhibitions, product promotions as well as offering sponsorships. Previously, the company had deliberately decided to nearly pull off from the eastern market, as company sources suggested that the RoI was inadequate from its business in the East. Although the company had a good presence in the region, it decided to concentrate more on its business in the West and South. “The market situation at present in the East is booming. We expect the eastern market to grow heavily, and hence want to focus here and grab the rising opportunities,” Bapna concluded.

Besides reworking on the company brand and expanding its focus nationally, Amkette is also set to bring in new products for the mass market in general, offering a price lead advantage and focus on international ventures. The company is soon to collaborate with new partners internationally in the Middle-East and East European markets.