There is only one way a retailer can survive in this business, says Mumbai-based Naresh Popat of Checkmate Computers - convince yourself and stick to selling only branded PCs, and never diversify into assembled machines.

This is the mantra Naresh swears by in his business. He convinces his customers to go for branded machines alone, which cost only a couple of hundred rupees more.

PROFILE START-UP YEAR  1999 ADDRESS 17, Sumer Nagar, Borivli (W), Mumbai - 400 092. PRODUCTS AND SERVICES PCs, peripherals and software AGENCY OPERATIONS HP, HCL, PCS, Toshiba, Nokia, Acer, Lexmark, Canon and Epson TEL 022-56904637, 28087421, 56001906 E-MAIL popatnp@hotmail.com

EARNING WHILE LEARNING
Naresh started his career at HCL Infosystems while he was still in college, selling photo-copiers, fax machines and EPABX systems. When HCL opened its Frontline chain of retail outlets in 1993, Naresh was shifted to this division. This was his first brush with the retail business and he learned all the trade intricacies of product positioning, brand building, service and support.

After working with the Frontline division for five years, Naresh decided to start his own business. Thus Checkmate Computers was born in February 1999. Naresh ran the business from his home. His turnover that year was a modest Rs 85 lakh. By 2002-03 it had grown to Rs 1.7 crore.

Initially Naresh began by assembling machines, but soon realized that this was not the business he wanted to be in. "Selling branded machines makes sense as the vendor vouches for all the components and they also undertake frequent branding exercises," he notes. Naresh tied up with PCS and HCL and set up a retail showroom in November 1999. Currently, Checkmate deals in HP, Toshiba, Acer, Epson, Canon and Lexmark.

FOCUSING ON SERVICE
Naresh is very conscious that post-sales service is one of the most important aspects of retail business. This is why he ensures that his seven employees are capable of addressing all service related queries.

In fact, when his four engineers are busy on support calls and he has to offer service to another customer, he does not keep the buyer waiting. Instead, he contacts another reliable partner and pays him to provide service to the user. "Service at all costs, is what we believe. So I don’t mind spending from my pocket, as long as my customer gets his money’s worth," says Naresh.

Checkmate’s team calls up customers every month to find out if they need any assistance. This pro-activeness has resulted in good repeat business and referrals.

RELY ON YOURSELF FOR BRANDING
While most retailers depend on vendors for local branding exercises, Naresh invests in these programs himself. He regularly distributes hand bills in the suburbs, where his retail outlet is, to get more walk-ins.

Naresh is also very clear on his policy that he will not sell assembled machines or pirated software. He would rather lose orders than deal with a customer who wants pirated software. "We encourage buyers to go for legal licenses, but if they persist, we ask them to take the software from some other dealer," Naresh maintains.

Naresh has concentrated only on the home segment and has a live database of 1,000 IT users, of which 50% are potential buyers.

Naresh feels that retail is not a failing business, it is the over-expectation that retailers have that makes it appear so. "Be realistic about the numbers you will achieve and adjust your overheads accordingly. Then you will never go wrong," he sagely advises.

VINITA BHATIA

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