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Intex to enhance its brand value with new PCs

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DQW Bureau
New Update

Intex Technologies (India) Ltd, the IT hardware manufacturer and distribution major, has added PCs to its ambit of products with the introduction of the Intex brand of PCs in the market. "The Intex PC, which was introduced in December 2000, has been added with a view to enhance the Intex brand," said Narendra Bansal, MD, Intex Technologies.

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He added that the PCs would remain the major focus of Intex in the current year. The Intex PCs are PIII 800 MHz with Internet ready and complete multimedia features.

The Rs 40 crore company has been adding new products to its portfolio as a means of expanding its branding exercise. Other new products include the wireless multimedia keyboard, Internet scroll mouse and new models of cabinet.

The ISO 9002 company plans to extend its operation to software with the implementation of the Web-based ERP package that Intex would install in-house initially, and for channel partners and branches at a later stage. The ERP package will be implemented from April 1. The company also plans to offer Web hosting and designing services as part of its software expansion designs.

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Intex aims at providing a dedicated customer care service, wherein a single window with a dedicated number would be answering all the queries relating to its products and services. This dedicated service which functions through a software, which will be online from February will be downloadable from the Net for Intex's channel partners.

"The USP of our products is their quality. Our products are at par with all the leading Indian brands in the market as well as with the MNCs. Moreover, the pricing are far better than any other brand in the market," explained Bansal.

The Intex prices are competitive, when it comes to the new PCs. The Intex PC is priced at around Rs 39,000 as compared to Zenith, which costs Rs 41,000, and Vintron at Rs 48,585.

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Intex, whose products are manufactured and branded in Taiwan has come a long way from the company which started with networking cards in 1996. In over about half a decade, Intex has been able to add to its range of products, computer systems, multimedia products, fax modems, networking products, UPS, CVTs, keyboards, cabinets, SMF batteries, mouse, and has been the distributor of motherboards, hard disks, CPUs, CD ROM drives and sound cards.

"Our products cater to all segments of the society, which include system integrators, resellers and even end users. This year we are exploring the possibility of entering corporate and government sectors too," revealed
Bansal.

After strengthening its position in the Indian market, Intex has designs to explore the international market. The company had originally planned to set up a branch in China, thus starting with the South East Asian market and to gradually expand to Europe and other parts of the globe. But the slowdown in the Indian IT industry in the last quarter of the year has forced Intex to postpone its plans for global expansion to next year.

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"Our aim is to become the single source from which one can procure any IT product and thus become a player in the global IT industry," added Bansal. To this end, Intex is expanding its reach throughout the country. Apart from the 12 branches that it currently has, which range from Chennai in the south to Guwahati in the east, it plans to open offices in Cochin, Pune and Ludhiana in the current year. With a dealer strength of 250 and employee strength of 150, Intex hopes to achieve the vision of being a global IT player.

Bansal feels that it is by creating a strong brand value, can one sustain itself in the market alongwith strong Indian brands and MNCs. Intex plans to involve actively in the entire local IT exhibitions and ad campaigns to enhance its brand value. It has also come up with an Intex News Update, which it circulates among its channel partners.

Intex which started five years ago with a paid up capital of Rs 7,000 has graduated to a company with a current paid up capital of Rs 5 crore. "Intex has grown phenomenally over the years as its rate of growth stands at 110 percent in the last year. For the current fiscal, we are planning a group turnover of Rs 100 crore," said a confident
Bansal.

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The company claims to enjoy 15 percent market share in networking products and about 60 percent in some peripherals such as headphones.

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