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PRODUCTS:
LG, HP, Samsung, Wipro, Xerox and Epson
EMPLOYEES: 37
DEALERS: 700
BRANCHES: 3
ADDRESS: 304 Eros apartments, 56, Nehru Place, New Delhi 110019
TEL: 011-2644755, 25875875 |
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| STRENGTHS |
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Maintained steady growth rate for three years |
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Good channel relationships with over 700 dealers |
| WEAKNESS |
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Needs to impose better credit control policies |
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Concentrated only in limited northern regions |
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Micromax Technologies grew by 13% to clock Rs 70 crore in 2003-04, up from the Rs 62 crore revenue it posted the previous fiscal. While the growth rate might not be highly significant, the important factor is that the company has been maintaining the same pace for the past three years.
One of the strengths of the company is its strong presence in the north
Indian market through 700 partners. And the company has also leveraged on its
strong reseller base to maintain its steady growth.
In a bid to get closer to these partners and consolidate its operations, the
company also opened an office in Gurgaon, taking the total count of its outlets
to three. In the current fiscal, two more offices are likely to be added, as
well, because the company has realized that it needs to have more hands and feet
in the market for regular channel interaction.
Distribution of A-category products has been the forte of the company and was
so that last fiscal as well. LG and HP were clearly the leaders for Micromax,
with both brands contributing about 40% business during the year. Among the
products that it distributes, TFT monitors and high-end laser printers did well.
The company also managed to generate good interest and also business for CD
writers and pen drives.
The year also saw Micromax do a lot of ground work in order to enhance its
channel presence. It conducted several interactive dealer meets to have a direct
interface with its channel. The thrust of this initiative was to build up on its
relationship with its partners.
For the current fiscal, the company is in the process of adding HCL EzeeBee
range of PCs to its product kitty. The PC range is likely to be just the
beginning of its relationship with HCL, and it will extend the tie-up to include
other products as well.
Micromax Informatics, branched out of distributor MicroMax Technologies four
years back, started off as a technology incubator and is currently focusing on
embedded solutions for one of the fastest growing customer segments in India -
telecommunications.
The result for Micromax is a Rs 10,000 GPRS EDGE-enabled modem that promises
data transfer rates of 144 kbps, which it began work on six months ago using an
engine provided by Nokia
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