Cooler Master gets hot on Indian market

DQW Bureau
New Update


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



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


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.

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.