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Mumbai-based Rashi Peripherals, which has always believed in having a
cautious approach while signing up vendors, went all out and tied up with five
companies in 2007-08, where usually it would get satisfied by adding only two or
three companies to its kitty annually. These alliances helped the company to
boost its turnover to Rs 668 crore last fiscal, 39 percent growth over the
previous year's Rs 480 crore. 72 percent of this business came from the reseller
and dealer community, while system integrators made up for 26 percent.
A first for the company was its biggest marketing programs till date, where
it reached out to 51 cities in the country. Named Trendz, this roadshow was the
company's initiative to popularize the brands it distributes and educate
partners about it, while also adding to its partner network. Besides this, it
also conducted service camps with training programs for the support personnel of
its partners.
Coming to accolades, Rashi won the Gladiator's Award for Best ODD and Overall
Excellence from Sony.
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Highlights |
- Started Trendz, a 51-city channel roadshow
to market brands it distributes
- Tied up with Freecom, APC, Procurve,
Leadtek and Nexans
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Last fiscal, the company outsourced its packing department, which was set-up
when the company used to import some of its products. The 30 percent manpower of
that division was absorbed into its sales team. This way the company managed to
control its manpower turnover rate. Most of the new recruits were engineers and
the overall attrition hovered at four percent.
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Profile |
CEO: Suresh Pansari
Start-up year: 1989
Employees: 450
Collaborations: AMD, Altec Lansing, APC, Asus, Compex, HP,
Leadtek, Lenovo, Logitech, HP Procurve, Prolink, Netgear, Sandisk, Senao,
Sony, XFX
Address: 102, Dhantak Plaza, Makwana Road, Marol, Andheri East,
Mumbai - 400059
Tel: 022-67090909
Website: www.rptechindia.com
SILVER CLUB RANK (2006-07): 8 |
The company took a conscious decision not to focus on its topline and took
initiatives which would shore its bottomline instead. A bulk of the revenue
still came from its component business, pitching in close to 30 percent to the
overall sales.
It started becoming aggressive in the networking space and tied up with
Nexans. The other tieups included Freecom, APC, Procurve and Leadtek. Most of
these names are not known in India, but Rashi believes that the systems
integrator community that it caters to is not brand conscious, but instead
expects strong service support. Page(s) 1
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