Micromax is LG's regional distributor for UP & Uttaranchal

LG in its recent move of appointing regional distributors across India has appointed Delhi-based Micromax Technologies as the regional distributor for Uttar Pradesh (UP) and Uttaranchal. Micromax will be responsible for distributing all the LG's IT products in the region including, monitors, CD writers, CD ROM drives, DVD ROMs, etc.

Earlier, LG had appointed Wellwin as its regional distributor in Tamilnadu and Jupiter Infosys for West Bengal. All the three are exclusive distributors for LG's IT products in the respective regions.

NS Bindra, GM (IT), LG said, "We are looking at doubling our volumes in these states over the stipulated time and also to reach smaller cities there."

Rajesh Agarwal, Director, Micromax is upbeat on this development as he foresees UP still as an untapped market for LG products. "UP is a stronghold for Samsung products. I am sure once LG products are pushed well, LG will gain success in this region too." This move is also in sync with Micromax's move to realign its business model to become a tier-one distributor.

Though Micromax has been appointed initially for these two states only, the company is hopeful of being appointed as a distributor of LG for the other states in north India, including Delhi and Punjab. This will be done after reorganizing the present sub-distributors in these states.

Marketing mix remains the same as the rest of the nation for this region. Though UP will be LG's focus for the coming quarter. It is trying to create the requisite pull in the market for its complete range of IT products.

Micromax already has its branch offices in Dehradun and Lucknow. Thus, creating the requisite channel for distribution and the push in the market is not much difficult for the company.

As of now, LG has been focusing mainly on the metro markets, but after appointing Micromax, LG is looking at up country market with optimism. It will initially try to create extensive brand awareness in the region and then look for sales.

As Agarwal puts it, "Numbers is not what LG wants from us, rather it is looking at cashing in on the present infrastructure and manage to break through the strong grip of Samsung in the up country markets."

Initially, Micromax will be working on a very modest target of 1,000 monitors per month and similar targets for the rest of the LG's IT products.