Antec to expand footprint in India

DQW Bureau
07 Sep 2011

one of
the leaders in high performance computer components and accessories,
is aggressively looking to expand its resellers base from the current
50 to 150. The company has appointed two regional
distributors in Mumbai and Chennai after entering into the Indian
market last year. Moving on, the company intends to appoint
distributors for North and East geographies.

Speaking to
The DQ Week, Kevan Li, regional sales manager, Antec said, “We
have recently forayed into the computer component and accessory
market in India. However, we were functioning in India through our
Chennai-based distributors—Cyber Space. As India is one of our
focused markets, we have modified our channel model. Presently,
Cyberspace is no more our regional distributor, however, it is more
of a reseller for us. In addition to this, we have appointed two
regional distributors-Devraj Computers for Chennai region, and
HDigital Lifestyle for Mumbai region.”

According to
Vitrag Bhandari, GM, Hdigital Lifestyle, “We have been appointed
the distributor for the western region and 2 states of South
India-Andhra Pradesh and Karnataka. Resellers and solution
providers are being selected to be authorized to sell Antec's
products. We are carefully selecting the number of resellers and SPs
depending on the market size and their potential. They then
distribute our products to various segments like SI, retailers,
corporates and many more. Moreover, we are providing training to the
authorized partners to deliver the correct product information and
knowledge to the end-users.”

the distributor is targeting at gamers, enthusiast and White Box
Server/Workstation users for the power supply/SMPS.

the partnership, Bhupendra Jain, director, sales, Devraj Computers
said, “We are excited to be appointed as the regional distributor
for South India including Tamil Nadu and Kerala. In the last many
years, only the high performance users like PC enthusiasts,
overclockers, corporates like audio/ video conferencing firms and
other verticals were interested in using mid and high-end SMPS and
cabinets, but for the past few years, end-users have started to be
more conscious about products that can be more power saving to save
electricity bills, protect their PCs for a longer period of time. So
even the normal home users are opting for SMPS and cabinets that will
benefit them in a long term.”

In addition
to Devraj Computers and Hdigital Lifestyle, Antec will soon appoint
distributors for North and East regions. Commenting on it, Li said,
“We are pondering over either adopting regional or national model.
The decision will be taken in the next two months.”

Speaking on
the existing SMPS market trend in India, Li said, “Most of the
Indian users are more concerned about CPU, graphic cards card but
their intention towards right kind of power supply is quite
neglected. Today, Indian market is flooded with cheap Chinese power
supply which is available in the form of fake and peak power. Being
into this industry for the last 25 years, Antec offers true and
continuous power supply."

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