Close on the heels of bagging the national distribution for Xenitis Infotech, Iris Computers is set to expand its channel base in India. The distribution-focused company is looking at expanding the number of its resellers from 1,100 to 2,000 by the end of this year.

“We are expanding our channel base in India. This will fuel the company's growth as we plan to target a turnover of Rs 400 crore this fiscal,” informed Sanjiv Krishen, Chairman, Iris Computers.

Having worked with global brands like IBM, HP, Acer and BenQ, Iris has just entered for a national distribution partnership with Kolkota-based Xenitis Infotech. “As part of this distribution agreement, we would be pushing the Xenitis brand with our presence in 22 cities. We have identified 210 resellers that would be working specially for this and in addition to this we would be taking 20 additional resellers to fulfill the Xenitis requirements,” he added. 

With an established base in 22 important cities, Iris is now eyeing the rural India to expand its perimeter in the region. “When it comes to offering products like Xenitis PC, there is a huge potential is the rural India. So we would be expanding our efforts in the upcountry markets and cities gradually. Ideally, we would be adding at least 10 cities every year,” Krishen explained.

As part of this initiative, last year the company started doing business in Jammu, Guwahati and Bhubaneswar and has elicited a good response from the market. “We just started our operations in Jammu three months ago and the response was tremendous. In the first month alone, we got orders worth Rs 1 crore. That is really more than encouraging, especially since Jammu is not considered to be a big market,” he noted.

With changing market conditions and pricing dynamics, Krishen is betting that digital convergence is likely to further boost the importance of rural markets within the country. “There is a lot of convergence that has already happened. But a lot more still needs to be done. Convergence and falling prices will further strengthen the upcountry market scenario of India. We already have a lot of vendors targeting the upcountry region. A lot more will follow in the coming months and years,” Krishen explained.

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