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ProTeam establishes direct presence with Mora mobos

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DQW Bureau
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ProTeam Taiwan, manufacturer of Azza brand of motherboards distributed by Jorjy International, has set up direct presence in the country. ProTeam has launched a new motherboard "more suitable for Indian conditions" under the Mora brand, which would be imported from Taiwan and distributed directly in the country. However, Michael Liu, one of the promoters of ProTeam India was quick to add that ProTeam Taiwan would continue to support Azza brand of motherboards. But won't the new product Mora cannibalize Azza, given that Mora has been specifically designed for Indian conditions? "We shall leave that for the market forces to decide," said Liu.

ProTeam India has been promoted by Michael Liu, one of the founders of ProTeam Taiwan, AS Chawla, Manish Sharma and a Belgium promoter Marissa, with the equity stakes in favor of the two Indians at 51:49. It is significant to note that Liu has invested in his personal capacity but said that "it is not an issue and ProTeam Taiwan can be persuaded to step in as well."

"To understand the genesis of ProTeam India, it is necessary to step back a little. ProTeam Taiwan had a relationship with Jorjy International to distribute Azza motherboards in India. In July last year, there was a change in the management team in Jorjy. Thereafter Jorjy started promoting a competing brand called Perx which were products sourced cheaply from Taiwan.

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Meanwhile the management team at ProTeam Taiwan also underwent a change with the company being taken over by the Pine Group. In the process ProTeam Taiwan felt that Jorjy was not doing justice to the Azza brand and decided to branch out and set up its own presence," said AS Sapru CEO of ProTeam India. 

Liu justified the existence for both the brands by saying that the Mora brand would typically cater to the needs of the Indian

market while Azza would be a common product developed for the global market. While the needs of the global market may differ, it is important to cater to the needs of the Indian market, which has huge potential. Therefore the endeavor would be to cater to the particular market even if it means local manufacturing. 

ProTeam India plans to roll out its manufacturing unit in the country once it is convinced that the market has picked up and volumes are adequate.

Meanwhile, ProTeam has chalked an aggressive campaign to woo partners. Sapru, earlier with Jorjy, has been roped in to head the company's operations in the country. Sapru said that one of his key leverages would be his relationship with the partners. Besides he also envisages better margins, a promise which he said he has extracted from the management if he has to gain rapid marketshare. Initially he plans to reach out to over 150 direct partners which in turn is expected to touch over 600 partners as second tier partners. And how does the company plan to attract the end user? "We shall price Mora

motherboards at Rs 50-Rs 70 below existing rates in different configurations," said Sapru unhesitatingly.

Cyber News Service

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