Mumbai-based Prime ABGB has started a unique online store that only sells solid state drives
PrimeABGB, the Mumbai-based distributor of high-end components and peripherals, has created a unique online sales model. “Two years back, we faced a setback when our attempts to expand our distribution business across India did not work out because we could not convince channels to sell high-margin push-products such as SSDs,” explains Gulbir Bhatia, Managing Director, PrimeABGB.
That’s when the company decided to venture into online retail. Since the SSD market is projected to account for 40 percent of all shipments of all hard drives by 2016, Prime chose to set up OnlySSD.com, a specialized website selling only solid state products. Recalls Bhatia, “We started off with just one order a week, but today we are averaging at least 10 online orders a day. Initially tech enthusiasts bought our products, but over a period of time we have seen an increase in business customers as well.”
Bhatia says that the site today gets 50,000 unique visitors a month and in the current fiscal, this business will earn ` 5 crore of its total revenue of ` 30 crore.
Prime realizes that with SSDs becoming mainstream larger players Flipkart and Snapdeal will also jump into the fray. “Soon you will see all these e-tailers selling entry-level products. In anticipation of this, we have started selling enterprise SSD products. We have also started a service where customers can call up our team for advice and consulting on the best SSD product to suit their requirements. Different types of SSD products are required depending on the application, workload and other factors.”
Today, OnlySSD.com sells over 100 different models ranging from 32 GB to 2 TB, and across a wide range of interfaces such as mSATA, SAS, PCI Express, SATA and DIMM at prices ranging from ` 2,500 to ` 2,50,000.
To increase customer traffic, PrimeABGB is investing back its profits in marketing. The company has even hired a PR agency whose main job is to ensure that Prime’s product line is reviewed in the local media, and that awareness is created for such niche technologies.
The site gets 50,000 unique visitors a month, and is clocking ` 40 lakh in revenue per month. Revenues from OnlySSD.com will be ` 5 crore in the current fiscal
GULBIR BHATIA MD, PrimeABGB