Belkin appoints Caltron as its RD

DQW Bureau
New Update


Reshuffling its old equation of channel policies and endeavouring to maximise

its presence in the East, Belkin has recently appointed Caltron as its regional

distributor in the East. The decision came after Advance Management Systems, the

former regional distributors of Belkin decided to focus more on retailing rather

than its distribution business.

Talking about the new appointment Mohit Anand, Country Manager, Belkin said,

“Advance is now focussing primarily the retail segment and is less interested in

distribution. We are growing across the nation at an aggressive pace and cannot

afford to leave the East unattended. The decision to appoint Caltron was

primarily based on the reach and market penetration of Caltron across the

region. Apart from its good market presence, the company also has a good track

record and is financially stable. According to my estimates, Caltron is among

the top four players in the eastern market.”

(L to R) Ganga Prasad, MLC, Vidhan Parishad, Bihar, Sushil

Kr. Modi, Deputy CM, Bihar, Justice Anjana Prakash, Bihar and PK Sinha,

Advisor and Promoter, CoE, Patna at the opening of the Center of Excellence.

The CoE has been set up in association with Astric Computers, Patna, Tally

India, Bihar State Electronic Development Corporation Ltd, (BELTRON) & Bihar

IT Department

The networking company has started focussing on increasing its presence

across India and with its renewed set-up for East, Belkin is expecting at least

10 percent contribution to its total revenue to come from the region. Signalling

an aggressive market plan Anand elaborated, “In five months time we have grown

by $3 million and will be closing this FY at $5 million. Now, our target is to

take it to $100 in five years time. Primarily, we will be achieving this through

our product mix and our commitment to push the product

through channels”.

The company has already reinforced its loyalty to the channels as it avoids

direct billing and focuses on building its regional distribution base. At

present the company has seven regional distributors spread across India.

“I agree to the facts that East is plagued by problems like improper

infrastructure, low level of information and poor work culture. However, East

has the highest potential to grow. It needs to be stated that in times of the

slowdown, only East operations remained in profits. In my opinion, this region

is still an untapped one and we view it as an opportunity”, Anand added.

The company has also said that soon, it will be diversifying its product

range and will be expanding its horizon. Working strong over its distribution

base and the right product mix, Belkin is targeting to tap top 100 cities in the

coming FY. Commenting on the channel space in the East, Anand said, “Compared to

the national channel sales scenario, for us, East has always been consistent.

There is a good mix of products and brands with clear demarcated territory.

Further, this area is marked by brand loyalty and the channel partners know

their territory well and understand the area of operation”.

Also, Anand made it clear that despite Belkin's target of diversifying its

product range, the company will not be entering mainstream IT and will be

consolidating its channel policy in the region for atleast a year. Recently,

Belkin has come up with new product range in routers and switches and will soon

be launching a new range of mice.