Sunil Grewal, Director, Gigabyte Technology (India) interacts with B Swaminathan, Associate Editor, Cell IT. He explains the company’s channel plans and current scenario of the PC market. Edited Excerpts
Swaminathan (Swami) What is the position of your company in Indian market?
Sunil Grewal (Sunil): We have attained leadership position for motherboard sales in the Indian DiY (Do it Yourself) PC market space. We have always been an established name in the bigger cities. But in the last couple of years, we have also made deep inroads into Tier 2, 3 and 4 cities. Even in the high-end and gaming motherboard category, we have amassed exceptional sales volume in 2015.
We have managed to reinforce our brand image as a provider of innovatively-featured motherboards which is backed by a state-of-the-art, world-class post-sales service support network.
Swami: What are the major milestones you achieved in this 2015 calendar year?
Sunil: Reinforced our standing as the motherboard leader in the DiY PC market.
Strengthened our post-sales service setup with GIGABYTE exclusive services centres, and new Authorized Collection Centers (ACCs), and Special Service Providers (SSPs) spread across the country. Both ACCs and SSPs are our channel partners.
Expanded our base in the gaming motherboard market
Emerged as one of the strongest channel players in the PC component market.
Swami: Explain your channel network in India?
Sunil:Our sales and distribution network presently comprises three national distributors, about 150 sub-distributors, termed as GIGABYTE Premier Partners; and over 2,500 GIGABYTE Value Partners.
Swami: What, according to you is the biggest assets of your channel policies?
Sunil: Well, all our fundamental sales policies and also, business practices, revolve around channel partners, as we are a channel-oriented company.
Our channel policies include regular and attractive incentive schemes; ensuring utmost Channel Profitability under any circumstances; prompt and efficient after-sales services; regular SI meets to share technology knowledge; loyalty programs for partners that also include special holiday tours. For example, as part of the GIGABYTE Annual Partner Tour / Meet 2015 program, we had taken our partners as our guest, to New Zealand, Australia and Singapore.
If there are market price fluctuations, we strive to maintain the price balance and take the risk ourselves, instead of passing it on to our partner.
We also ensure that these are available at the best performance / price ratio. We would like our partners to transform themselves from being box-pushers to solutions providers – and offer all the support possible from our side thereof.
Swami: What are the top 5 reasons a channel partner should sell your product?
Sunil: In a nutshell, the five reasons should be our focus on channel profitability, products with innovative features, world-class post sales service setup spread across India, , the best possible channel sales incentives with utmost transparency in their dissemination, and round-the-year sales and marketing support.
We had recently enhanced our post-sales service setup across the country, with GIGABYTE exclusive service centre in each major city, including Mumbai, New Delhi, Chennai, Kochi, Kolkata and Ahmedabad. They centres, which also are regional service hubs for their respective zones, are equipped with the latest in repair machines and software solutions to facilitate sophisticated testing and troubleshooting; and are manned by skilled and experienced engineers.
Swami: Explain the 3 promises you always assure for your channel partners?
Sunil: We have always been following our three main focus areas for channel partners – ensuring the best possible channel profitability, enhancing product innovations, and providing the most efficient, well-spread out and prompt after-sales services.
Swami: How good is your post-sale service? Please give a detailed note on this?
Sunil: We currently have an enhanced post-sales service setup across the country, with GIGABYTE exclusive service centres in each major city, namely, Mumbai, New Delhi, Chennai, Kochi, Kolkata and Ahmedabad.
These centres, which also are regional service hubs for their respective zones, are equipped with the latest in repair machines and software solutions to facilitate sophisticated testing and troubleshooting; and are manned by skilled and experienced engineers.
These centers work in tandem with our 40+ Authorized Collection Centers (ACCs), and 6 Special Service Providers (SSPs) spread across the country. Both ACCs and SSPs are our channel partners, with whom him we have long-standing business relationships.
Swami: Can you tell us any 2 exclusive news that can bring happiness for your channel partners?
Continue with our unique schemes, programs that will give the best profitability to partners
Continue with offering desktop PC motherboards with the most innovative and exclusive technologies
Strengthen further our post-sales service network, by covering more centres, partners and regions.