Onida to service Benq mobile phones

DQW Bureau
New Update


Benq India Pvt Ltd has just signed an agreement with Onida to ser-vice its

entire range of mobile products in India. Presently Benq has Accel ICIM and

Ultima as service providers for its IT products, while the former also services

its mobile range. Onida will be presently only servicing its mobiles.

"To start with, Onida would be looking at Level 1 and 2 type of repairs

which mostly com-prise of problems with the battery, software etc. Onida has

immense penetration in the country with more than 150 service centers for its

own pro-ducts. Presently these centers are for Onida’s consumer elec-tronics

product range, there-fore, talks are still on finalizing the servicing

procedures for IT products," disclosed Ashish Bakshi, Country Head, Benq


This latest move is part of Benq process of strengthening its service network

across India. "Benq is aggressive about the Indian market, therefore,

gett-ing our infrastructure set in India was our first priority. Initi-ally our

service centers were present only across 17 cities but now we are present in 50

to 60 cities. There were 21 ser-vice centers initially but now there are 175

service centers across all the product lines. It was also essential for Benq to

venture into the growing metros which are the B, C and D class cities,"

pointed out Bakshi.


In fact, Benq recently has also consolidated its service offering nationwide

by starting a franchisee model service centers at Lamington Road in Mumbai and

Nehru Place in New Delhi. Benq also plans to cover Chennai, Ban-galore and

Kolkata by April 2004 and some other impo-rtant cities like Hyderabad, Ahmedabad,

Lucknow and Pune by June 2004.

The company has also launched a national toll free helpline number to address

end-customer queries. An intranet that will be fully ope-rational by March 2004

will provide Benq dealers easy and immediate access to inventory control, spares

management, warranty authorization and online RMA (Repair Material

Authorization). Over and above an online presence, Benq has planned four

inventory/spares hubs located at Mumbai, Delhi, Bangalore and Chennai that is

slated to strategically look after dealers’ requirements nationwide.

For increasing its brand presence, Benq has already started taking retail

initia-tives. "We have retail conce-pts called Benq corner and Benq spot

which will be soon visible at a few large retail outlets. And this year our

focus will be to make our brand presence felt thro-ugh such initiatives. Last

year we wanted to concentrate our energies on setting up the infra-structure and

the distribution channel in place but the year 2004 would be to make Benq a

household name," added Bak-shi. Presently Benq’s distribu-tors include

eSys for display and mobiles, Godrej for proje-ctors and plasma, Ingram Micro

for input devices, Jupiter for media, and Tech Pacific for storage and imaging


Nancy Sudheer