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Cooler Master gets hot on Indian market

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DQW Bureau
New Update



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Taiwan-based cooling solution vendor Cooler Master has kick started its
Indian operations. It will focus on the Indian market aggressively by adding
more channel partners across the country.

The company deals in various products like cooler fans, SMPS, and chaises for
home PCs and servers. They have been in the sub-continent for a while as an OEM
partner (for vendors such as HCL, Zenith, etc). Later it shifted its focus into
the retail business. Crane Chen, Account Manager-Sales Department, Retail
Product Business Unit, Cooler Master said, “Working as OEM partners since six
years in the country, we have now shifted our focus into the retail. We have
also tied-up with a couple of distributors for this.”

Cooler Master has hired three people for its business in India, and has
appointed channel partners across the country apart from dealing with its
existing distri­butors. “We have explored a huge potential for such products as
people have started using high confi­guration systems. We will take the channel
route by identifying and appointing partners through our execu­tives,” Chen
informed.

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On the selection of partners for this product, he said, “There are already
few partners who are dealing with our products, even before we entered the
Indian market. They were importing our products from Singapore and Malaysia. We
will continue to work with them by including them into our channel network
here.”

Currently, they have proposed to tie-up with 30 partners across the country
and increase this number on a regular basis. It is also planning to collaborate
with system integrators (SIs), who install various range of servers.

“We see ample opportu­nities from the SIs, as they deploy various range of
high-end and assembled servers. We have the high range cooling solutions for
servers and can do a better job by tying up with them,” Chen claimed.

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The company will drive its executives for exclusive training programs for the
partners. “Our executives will directly go to the partners and conduct personal
educational programs. Primarily, we want our partners to be completely aware of
our products,” he informed.

From May, Cooler Master has proposed to launch various programs and schemes
for the channels. By the end of the next fiscal, it plans to tie-up with around
200 channel partners.

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