Syntech is all set to establish its own brand

Kolkata-based Syntech Infor-matics Pvt Ltd, will soon introduce the Syntech
brand of PCs, laptops, MP3 players, USB flash drives, UPS systems, plasma TVs
and air conditioners.

Though this sounds like an ambitious undertaking, Milon Chakraborty, MD,
Syntech is confident of making it work. He is getting into consumer ele-ctronics
as these are fast selling products, which he can offer to his existing clientele
as along-side an IT solution package. Syntech has even opened an office in
Shanghai, to be closer to its OEM partners.

Just like its product mix, the company is dabbling in every channel activity
to ensure that its revenues continue to grow at a steady pace. Syntech has five
divisions-service, turnkey projects, reselling, software development and
retailing.

When asked whether he is spreading himself too thin, Chakraborty replied in
the negative. "If my PC business does not do well, then CE sales will
balance the loss. And if this venture does not work out to our expectations, we
can alw-ays rely on our other channel business to help us keep grow-ing,"
he pointed out.

Syntech which is an IBM partner and sells its PCs, will stop trading in these
machines once it launches its own brand. This is to avoid conflict of inte-rest.
The company might go a step further and stop its rese-lling business totally, if
sales of its own products is good.

Chakraborty is confident of selling at least 250 PCs a month in the eastern
region itself. "We have an existing base of 250 partners in this region.
Each dealer can sell at least one PC monthly, which is why we have arrived at
this conservative estimate," he added.

The company is also undergoing a certification before the launch of its
products. Chakraborty expects this move to give his brand more weightage and
credibility in the market.

Vinita Bhatia

Kolkata