Renovision takes to FMCG model

Regional distributor for consumables, Renovision Comnet is making a shift

from the conventional IT regional distribution model to the FMCG distribution

model. The initiative now underway from the last two months will take another

six months to stabilize.

Outlining the strategy VK Trivedi, Director, Renovision Comnet Pvt Ltd said,

"Consumables are a hardcore retail product where product availability is

critical so it is ideal that the product moves the way a fast moving consumer

good should."

Renovision's mainstay product, Epson range of printer consumables, makes up

for 50 percent of the company's business, followed by Verbatim range of storage

media and Printronix for which the company has taken the distributorship for

North India recently. This apart the company also has its brand of photo paper

Renocolor, which was launched last year and has made good inroads in Delhi and

NCR markets.

Trivedi informed that the company has divided its market geographically and

has appointed four area stockists in the Delhi region to further distribute the

products to retailers and small resellers along with music shops, photo studios,

etc. Each of these stockist is aligned with a company personnel.

Now, Trivedi is implementing this distribution model in the upcountry markets

as well. The company is appointing an area stockists each for regions divided as

eastern UP, western UP, Chandigarh, Punjab and Rajasthan. "Stockists at

Lucknow, Chandigarh, Amritsar and Jaipur have been appointed and we will soon be

closing the arrangement for Western UP as well," informed Trivedi.

While the exercise for increasing market penetration and ensuring product

availability is on the company is also strengthening its market presence with a

host of reseller and end user promotions. According to Trivedi, the focus is on

promoting the brand with small schemes targeted at small buyers and on keeping

the market operating price stable. The company clocked Rs 12 crore in revenue

last fiscal and this is the year of consolidation for Renovision. "We can

expect return on the business model only from the next year," said Trivedi.

Nandita Singh


New Delhi