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Follow UsKapil Wadhwa, director, Champion Computers, discusses about the company strategies and the plans ahead
Can you brief about the company and its background
We are a 25 years old company with 200+ employees and have emerged as a major constituent of the Indian IT and Communications Industry, selling a wide range of products under the brand name of ‘Champion'. Our association with the industry is well rooted.
Today, the technologically advanced Smartphone is replacing PC and has shrunk the constantly evolving IT market to a great extent. Champion wants to cater to the ever-growing ICT needs of today's tech-savvy consumer. We strongly believe that technology should be available at affordable prices, especially in Indian context. We are working on the design and performance of our products to make it eye-catching and at the same time easy to use. Our low prices and superior functionality is also a reason our products would score over our competitors. All these introductions are keeping us enthusiastic for the year ahead. Furthermore, we recognize the "Technological obsolesce factor" and keep pace with the ever-changing international scenario.
Champion Computers was setup in May 1994, wherein it started off as a national distributor to major brands like Samsung, Intel CPU, Seagate Hard Disk Drives, Pine Technologies and more. After witnessing success as a major distributor of branded products, the company expanded its business in the retail front in the year 2012 by adding Netbooks, Laptops, Tablets, Smartphones, USB Data Cards, Mouse, Keyboard, External Hard Disk etc. to their company portfolio.
We are now a ISO 9001: 2008 and 14001 certified company. Most recently, we entered into a strategic alliance with Bharat Sanchar Nigam Limited (BSNL), the oldest and largest communications service provider in India. We are positive that we'll be able to reach larger audience with the new products, we aim to introduce in partnership with BSNL in 2014.
Explain briefly about the business model of the company
We are Manufacturer and Importers of IT and Telecom products for Indian Consumers. We have separate channel structures in place for both ITand Mobility as the target audiences largely vary. We follow the structure of Super Stockists to Distributors to Retailers for both. Champion Computers has its manufacturing unit in Himachal Pradesh.
What are your business and marketing strategies?
We have a strong nation-wide distribution network and our channel partners have been strategic to our growth in the country. Through our partnership with BSNL, we will also be able to take strategic advantage of their outreach. We are offering very innovative high end technology products in very affordable cost along with BSNL bundled offer. We are continuously working and introducing high end technology products in a competitive market price
What are your current activities? Which are the brands and products the company distributes?
We are in the market by the name - Champion. We have mobility products being offered as BSNL Champion. We have products like Smart Phones, Feature Phones, tablets, and data cards
Please elaborate upon the channel model in place.
Head quartered in New Delhi, we have 3000 channel partners and 500 service centers all across India and have been associated with this industry for a long time now. We enjoy a strong brand salience among channel partners across the country through its strong nationwide distribution network. We are well versed with the intricacies of the market and have a well instituted structure and relations with the channel fraternity.
We have a strong nation-wide distribution network and our channel partners have been strategic to our growth in the country. Through our partnership with BSNL, we will also be able to take strategic advantage of their outreach. We hope to distribute in the coming days via four main channels i.e. BSNL outlets, traditional dealers, large scale retail outlets and online. We have appointed 3,000 dealers across the country and we have 500 service centers for after-sales service. These numbers are only likely to grow in the coming year. We are currently in the phase of appointing 50 Super stockiest, 250 Distributor and 500 Retailer.
How many RD/ distribution and direct offices the company has and where are they located?
We have Direct Offices at Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Faridabad, Hyderabad, Jaipur, Jammu, Kolkata, Ludhiana, Lucknow, Mumbai and Noida. We are appointing 50 super stockiest and 250 Distributor as RD.
How important is the Indian market for the company's India's channel network?
We are the first company to have manufacturing unit in India for mobility products especially for Smart phones, feature phones, tab, data card etc. With the association with India's largest telecom service provider BSNL, we are focusing Pan India consumers. We have 3000 channel partners presently.
What is your go-to-market strategy? What are the focus segments?
We have products for all the age group and all segments. As our product comes with BSNL bundled free offers at very affordable cost.
Any tie-ups in the pipeline to be announced in near future?
We are open to the tie-ups and are constantly exploring for the same
Do you have any plans to increase the number of employees or any expansion plans into other cities?
Yes. As we are growing in numbers and presence in India, we would look for a bigger team.
What is the company strategy this year?
We are focusing on pan-India presence for Champion. We have started with North subsequently to South and other regions. We aim to reach out to larger audience with the new products under the partnership with BSNL in 2014.
We believe that technology should be available at affordable prices, especially in Indian context. We will be introducing a total of 9 smart phones with top-end features, phablets, tablets and data cards at very affordable rates. We will work on the design and performance of our products to make it eye-catching and at the same time easy to use.