Globus Infocom focuses on its channel partners

DQW Bureau
New Update


As a distributor for Mitsubishi Electric products, Ashish Dham, MD, Globus

Infocom is upbeat about the opening of the vendor's manufacturing plant, which

it claims is the first of its kind in India. This facility will manufacture

indigenous audio-video products, and Dham wants to provide hands-on training to

its channel partners on them. He talks to Sandhya Malhotra about his business


What is your channel model?

Globus Infocom categorizes its channel partners into Globus Masters Distributors

(GMDS), Globus Presentation Dealers (GPD) and Strategic Business Partners (SBP).

Each category is created depending on the partner's business potential and

achievements. To help partners achieve their targets, we have a 'Coop fund',

which is allocated to creating brand awareness through road shows and


We have chart out quarterly scheme promotions for our partners to further

incentivize them. Among the recent ones were 'Wild and Wet', 'Your Next

Car' and 'Karlo Europe muthi main'.


Being the exclusive national alliance with Mitsubishi Electric, what are

your future plans for the Indian AV market?

Mitsubishi Electric has recently opened its first manufacturing plant in

India at Dehradun. The plant will manufacture LCD and DLP projectors, LCD TV,

plasma display panels, video wall/LED walls, school pad and board. Customers in

India will not benefit immensely because of this facility as the products will

locally be available for 10 percent discount as compared to those that were

being imported earlier. Mitsubishi Electric will open its Delhi-based office in

November. This will facilitate better coordi-nation and strengthen the current

alliance that both the companies have.

How would you get benefited with this manufacturing plant?

This 8,000 sq feet spread will set up the assembly line and will have strict

quality control parameters. This means that there will be fewer defects and

therefore, fewer warranty related issues, which is one of the biggest pain areas

for partners. Our dealers can also enhance their skill sets by getting hands on

experience on the products. For the upcoming Commonwealth Games 2010, this plant

will manufacture high-end prod-ucts like video wall/LED wall. We will also be

pioneers to introduce indigenous AV products in India.

What are the major verticals of your business and what is their market


Globus AV products are doing business in an array of verticals. They are armed

forces, Government institut-ions, public sector, private sector, service sector,

home, railways and professionals. Defense chips in 90 percent market share to

its business.


That apart, Mitsubishi brands are all tested and certified in all government

departments and registered with DGS&D rate contract. Globus sold 4,500

projectors last financial year and set a target to achieve Rs 100 crore through

channel business.

What kind of services do you offer to channels?

The company is very focu-sed towards services. Weekly training and

certification programs are a routine feat-ure. The company has 18 service

centers all over India and provides installation and delivery at the customer's

do-orsteps. Globus has adopted a policy of no excess stocking and demo support

through specialists for partners.

What plans did Globus Infocom chart out for channels partners?

The company had conduc-ted a series of channel partner meets called 'Power

of Fusion' for the month of July and August. They were scheduled at Chandigarh,

Bhopal, Kolkata and Guwahati. Previously, they were held at Mumbai, Delhi and


Give a brief description about the 'Power of Fusion' meets?

This program was first held in New Delhi in association with DQ Channels. It

was primarily an effort to change the IT partners' focus towards mid- and

high-end audio-video (AV) products. The event was quite successful and we had a

very good response. Today, we have more than 400 channel partners across India.

One advantage is that partners get higher margins by selling AV products.

What other developments have taken place in Globus in the recent past?

Recently, US-based GTCO CalComp appointed us distributors for its SchoolPad,

a Bluetooth wireless device that allows users to interact with their computer

from anywhere in the class room and create a truly engaging lesson. It has been

designed to suit Indian rural and remote areas and become part of government's

'Serve Shiksha Abhiyan' as it makes learning easy through graphs, pictures

etc. It can also be used for family planning, social and adult education in

villages after the school timings. Other than schools, the pad will be targeted

at higher educational institutes, engineering and medical colleges, IIT's,

Defe-nse M establishments, confe-rence rooms and hotels and corporate offices.