Belkin Targets 10 Percent Market Share In Mice And Keyboards


5 Aug 2011
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Belkin India has expanded its IT peripherals range of products by introducing wired and wireless keyboards and mouse range and is targeting 10 percent market share in the segment by September 2012.

The company has introduced ten SKUs comprising three wireless mice, two wired mice, a wired keyboard, a wired mice and keyboard combo and three wireless mice and keyboard combos. Belkin mice are priced at Rs 429 to Rs 1199, the keyboard at Rs 569, and the combo package ranges from Rs 869 – Rs 2629. All products come with a 3-year limited warranty.

It has appointed Supertron Electronics as exclusive national distributor for this range. “In India, the combined total addressable market for mice and keyboards is estimated at Rs 400 crore. We are targeting a 10 percent market share in this space with planned sales of 40,000 units,” said Mohit Anand, Managing Director, Belkin India subcontinent.

The company has planned to invest Rs 12 crore toward advertising and marketing activities. “Starting November 24, 2011, we are starting road shows in 21 cities such as Mumbai, Guwahati, Patna, Jaipur, Chandigarh, Madurai among other cities. We are working on radio and print advertisement campaigns, and retail branding across 20,000 retail stores offering Belkin products. To motivate our channel partners, we have already introduced the Belkin Utsav Program, and would introduce more such programs in future,” said Anand. The company is also planning aggressive channel expansion in the tier-2 and tier-3 cities.

According to the company, the total market for IT peripherals, networking, mobility, surge, and SCS products in India is estimated at $574 million in 2011, and is expected to reach $1,150 million by 2015, growing at a CAGR of 19 percent. The company is targeting revenue of Rs 250 crore in the year starting from October 2011 to September 2012. “Through its targeted approach in this market, Belkin India has gained 25 percent share in the networking products market, and registered a growth of 62 percent from revenue of Rs 95 crore in 2010, to Rs 150 crore in 2011. IT peripherals market is expected to grow at a CAGR of 24 percent during the period 2011-2015. With the expansion of our IT peripherals range, we expect a 60 percent growth in our total revenue,” Anand said.

The company has launched a 24x7 technical support in Hindi and expanded its service centers across the country to 50. “This initiative makes us the first IT company in India to provide this service in the local language. Belkin customers can dial on the nationwide toll free number 1800 419 5546 for L1 and L2 services,” he added.

source : crn
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