Ravi Choudhari

We started IT Essential about 10 years back, supplying quality cartridges and
parts for re-manufacturing cartridges. Our in house cartridge brand is called
Alphabet, and it offers 60 to 70 percent saving as compared to a branded Canon
or HP cartridge. We do not target the end-users with our cartridges, they are
sold to channels and dealers who then further sell them to customers.

Ironic as it may sound but our business has actually been doing very well in
the past few months owing to the economic slowdown. There has been a marked
increase in the demand for our cartridges and this is because of the fear of
recession among corporates. We are seeing a lot of corporates coming to us with
their budgets and looking forward to reducing on their printing costs.

Though we use the same components that MNC cartridge manufacturers use, our
cartridges are more environment-friendly. Alphabet can be recycled up to four
times, and this is good because plastic is not easily biodegradable, it takes
about 100 years to disintegrate.

Our focus is to provide environment-friendly cartridges that are of high
quality but at low prices. We want to spread the message to corporates that they
can cut costs and be environment friendly by using our cartridges.

We have offices in Chennai, Hyderabad, Kolkata and Delhi. In the remaining
metros and B and C-class cities we are selling through our distributors.