“We intend to grow organically by reaching out to new markets and strengthening our product portfolio in the year 2014” — Subir Mahapatra, Vice President at Savera Marketing Agency

12th May 2014 | By Mouseworld Now Correspondent |

subir

IT distribution in India is undergoing a make-over never seen before.  The market every day is getting flooded with newer products and brands. It has brought in newer challenges and opportunities for any serious Value-added distributor like Savera Marketing Agency. In an exclusive interview to Mouseworld Now, Subir Mahapatra, Vice President at Savera Marketing Agency reveals his business priorities, plans, channel strategy and much more. Edited excerpts

Q. Is Savera Marketing a smart play on Computers, Peripherals and Smartphones?

Ans: Indeed Savera Marketing focus is on computers, peripherals and smartphones in certain geographies.

Q. As a leading value-added distributor, what are the major challenges and opportunities faced by you in the field of IT Distribution?

Ans: Most importantly, Improving on Thin Margins and working capital management is what most of the distribution houses are working to stay healthy. Reducing credit cycle is one of the major issues which is being faced today which impacts cash flows. We are quite hopeful to scale on the biz opportunities led out to us. We would definitely take the right approach to grab on to the opportunities and grow substantially in the coming years.

Q. How is Savera different from other Vaue-added distributors in India?

Ans: A true VAD not only offers top-notch pick, pack and ship services, but also offers programs and services that add value to the distributed products that increase their value or worth. This value addition can be segmented into three areas: 1.) Pre-sale; 2.) Support of the sale; and 3.) Post-sale. We would like to increase our focus in these 3 categories areas.

Q. What’s your key marketing strategy in India?

Ans: Customer/Channel experiences your brand in numerous ways: products, price, marketing, sales personnel, service etc. Each of these contacts or touch-points molds the customer’s impression of the brand. Some of these touch-points are obvious, like product, price, and one-on-one customer interactions. Your brand image creates expectations. It defines who you are, how you operate, and how you’re different from your competitors. In essence, your brand image is a promise – a promise that must be kept. We thrive to exceed our customer expectation and experience with us.

Q.  Would you please detail us Savera Marketing Agency’s channel footprints in India? Is there any expansion plans in near future? What kind of channel engagement happens at Savera?

Ans: Savera has presence in 15 states as of now. We are well positioned in North, East and some locations of West. Very soon we would expand our presence in all the locations of West.

As of now we have close to 2500 channels registered with us.

Q. Savera has a wide galaxy of top brands under its belt. How has this robust product portfolio helped Savera ?

Ans: Savera was founded in the year 2004 as a retail operation for IT products. Subsequently diversified to distribution adding Sony as the first brand for distribution. We gradually added brands like Gainward, Adata, Rapoo, Thermaltake, Luxa 2, Edimax, HIS and Samsung Mobiles for distribution & retail for specific geos. Savera has been primarily focused in IT distribution. We would continue to stay focused on our customer service levels and work towards growth of our esteemed associated brands.

Q. Which one would you credit for Savera’s success in Indian market: robust product portfolio or Support service?

Ans: I would say both has stake in building the success story. Fair transactions and transparency is what our values we bring in for our channel partners. This will help us build the credibility and help us succeed.

Q. How competitive is the domestic PC and laptop market? And how are you dealing with it?

Ans: PC and laptop market has always been a competitive market, in the last five years; there haven’t been any real new entrants, except for one or two Chinese or Taiwanese companies who don’t really have a brand. On the other hand, because there has been a significant slowdown elsewhere in the last two years, India has caught everyone’s attention. And that means that there is plenty more competition in India.

We have added products such as Graphics, Chasis and Power-supply units which complement PC ranging from Mainstream to Enthusiast segments. We are aligned with products from Thermal Take, HIS and Gain-ward which plays as an important component in the PC gaming eco system of India.

Q. Starting as a hardware dealer and service organization, Savera has clocked record growth within a short span of time. What is the secret behind riding to the top of the technology curve?

Ans: Savera was founded in the year 2004 as a retail operation for IT products. Subsequently diversified to distribution adding Sony as the first brand for distribution. We gradually added brands like Gainward, Adata, Rapoo, Thermaltake, Luxa 2, Edimax, HIS and Samsung Mobiles for distribution & retail for specific geos. Savera has been primarily focused in IT distribution. We would continue to stay focused on our customer service levels and work towards growth of our esteemed associated brands. Our vendors have been working very closely with us as they see value in the distribution models being adapted in certain geographies. We intend to grow organically by reaching out to new markets and strengthening our product portfolio in the year 2014.

Q. Has the election fever impacted your sales? Where do you see Savera by 2020?

Ans: Yes there is impact on sales due to elections. Channel speculates there would be reduction on price points, hence the stocking capacities have has come down. We would like to see Savera growing beyond and position ourselves as the most preferred distributor in India by 2020.

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