Belkin Targets Rs 1,000 Crore


5 Aug 2011
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Belkin India plans to introduce new product lines, augment distribution and expand market coverage in order to meet its ambitious turnover target of Rs 1,000 crore by 2015.

The company, which expects to clock revenues of Rs 140 crore for its financial year ending September 2011, is gunning for the Rs 300-crore mark by next fiscal.

For geo-expansion, Belkin plans to open branch offices in the top 15 cities over the next three years. It will open its eighth branch in Pune next month.

“Apart from opening branches, we plan to have a significant number of channel sales executives in our market outreach program. At present, we have 70 employees on our payroll in 24 cities. Already, through our distributors, we cover an active channel base in 206 cities. These factors will triple our market coverage,” said Mohit Anand, Country Manager, Belkin India.

Another key investment area for Belkin is post-sales support infrastructure. The company plans to double the number of its service centers from the existing 50 to 100 by 2015. “We plan to have warranty support reach in more than 400 cities. In cities where we do not have service centers we have doorstep pickup and drop service; this will also be expanded to more cities,” added Anand.

Belkin will make significant investment in brand building as well. “We are penning new strategies for demand generation, awareness and brand recall. The investments would help us become the number one brand in consumer technology in the next four years,” claimed Anand.

The company has put together what it calls a “Crawl-Walk-Run” strategy for its product portfolio. “We will Crawl into wider and deeper geographies for our fast-moving products. The Walk strategy revolves around customizing products based on customer demands, and Run entails introducing new product categories, for instance, the recent launch of structured cabling portfolio,” elaborated Anand.

In early 2010 Belkin acquired Zensi, a developer of technology that senses and monitors energy use. It plans to launch the Zensi portfolio in India this year. “In the next quarter, we will launch the Conserve brand of products that include energy-use monitors, surge protectors with remote and timers, sockets and smart USB charging stations,” informed Anand.

“The India opportunity is huge. We are selling 50,000 units a month in the surge protection market. India sells around 25 lakh extension cords, which is a big market. With new categories added, Rs 1000 crore target is achievable,” he opined.

Besides, Belkin has also partnered globally with Samsung to sell accessories for Samsung’s Galaxy smartphones and tablets.

According to IDC, Belkin is ranked market leader in wireless networking with 22 percent share, while in surge protection it has a market share of more than 70 percent. Of the Rs 1,600 crore structured cabling market, Belkin has garnered five percent share in the first year of its entry in India

source : crn
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