HCL Peripherals is making all round efforts to increase its marketshare in the monitor business. The manufacturing company, which claims to hold

15 percent of the total monitor market in India, is now aiming at 20 percent by end of the current financial year (June 2007). HCL Peripherals recently went in for restructuring and appointed BK Sarangababu, formerly with Ingram Micro, as the new National Manager for display products. “HCL Peripherals has got strong product lines and all that has to be corrected is the go-to-market strategy, which will take the company to new heights,” said Sarangababu.

Sarangababu, along with his team, have worked out several key strategies to take business to the next level. Channels will continue to be the thrust area in business. “We are increasing our partnership base across the country, while expanding the network by adding more locations. HCL Peripherals has recently increased its direct presence from five locations to 16. Similarly, we have increased our channel presence from 30 to 60 town in the last three months. Our regional distributors (RDs) strength is also being doubled from 40 to 80 in the next six months,” he detailed. The company has clarified that all the expansion programs are continuous processes and would be carried out for some more time. Service is also getting major attention.

HCL Peripherals is taking a two-pronged strategy with the channel to increase its business prospects. The company wants to strengthen its relationship with existing partners through loyalty programs, schemes and surprise back-ends, the new accounts will be developed by company people mainly in D and E class markets. “Now, we have monthly budgets and sanctions for channel development programs,” quipped Sarangababu.

The company is increasing its scope in the display segment by bringing in many new product categories. They will soon launch membrane keyboards, optical mice and webcams in the market. There is also a rumor that the company plans to get into large format display solutions, through a joint venture. “LCD is a booming market and our business ratio between CRT and LCD has completely swapped in the last three months. Now, we are doing 60 percent of TFT and only 40 percent of CRT in the total monitor sales,” he pointed out.

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