Suresh Pansari MD

START-UP YEAR: 1989;  NO OF PARTNERS: 3,000; BRANCHES: 25; AGENCY OPERATIONS: Aviosys, Asus, IBM, Intel, Labtec, Logitech, Microsoft, Microtek, Millenia, Prolink, Paladine, PixelView and Sony ADDRESS: 105, Unique House, Chakala Road, Andheri (E), Mumbai - 400 099. TEL: 022-28206427, 28329593, 28326637, 28260256,  FAX: 022-28221012 WEB SITE: www.rptechindia.com

AGENCY REVENUE (RS Cr) MEASURES THAT MATTERED Diverted marketing campaigns from end-users to channel partners Focused on Asus high-end products and dropped Jetway and CNet

Sustained marketing campaigns targeted at partners and focus on its authorized partner-related programs helped Rashi Peripherals sail through 2002-03 with a 28% growth.

Rashi Peripherals' agency revenue grew by 28% from Rs 109 crore in 2001-02 to Rs 139 crore last fiscal. In terms of profitability, it was "comfortably placed" says Suresh Pansari, Director. 

Overall, it was a year of hardwork that resulted in an increased revenue. But what makes this year an eventful one for Rashi is its climb in the Silver Club ladder from #22 slot to #14.

"A slew of promotional activities through Sony and Logitech, expansion of product categories within the existing brands, and innovative schemes helped us achieve this position," adds Suresh.

The company expanded its product range from 275 products to about 325 products from the existing set of principals.

Logitech, Sony and Asus continued to contribute a major part of Rashi's business.

The company also continued organizing roadshows and participated in photo-fairs for digital imaging products from Aviosys and Microtek. According to Suresh, digital imaging is the future and hence the focus will be on promoting such products.

To create channel awareness, Rashi changed its marketing strategy from targeting its promotional campaigns at end-users, to channel partners. It also shifted its focus from B and C-class cities to C and D-class cities. 

A lot of emphasis was given to increase its Rashi Retail Partner (RRP) program base from 200 to 300. Logitech Retail Partner (LRP) program, an initiative to promote branding and shelfing of Logitech products completed its first phase. "The idea was to sell through traditional and non-traditional stores. Currently, 43 LRPs are registered under this program," says Suresh. Rashi hopes to add an equal number of LRPs this year in its second phase.

As promised, Rashi launched it very own debug card. "The value of the card is low, but numbers are growing," adds Suresh.
Meanwhile, the company dropped Jetway and CNet products to increase its focus on high-end products from Asus.

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