“WE AIM TO IN­CREASE SAV­ERA’S BRAND...”

In a can­did in­ter­ac­tion with the DQ Chan­nels, Gopal Pansari, direc­tor of Sav­era Mar­ket­ing Agency shares his mar­ket strate­gies to take up the dis­tri­bu­tion house to the na­tional level

DQ Channels - - Channel Pulse - PRIYANKA PUGAOKAR (priyankapu@cy­berme­dia.co.in)

In a can­did in­ter­ac­tion with the DQ Chan­nels, Gopal

Pansari, direc­tor of Sav­era Mar­ket­ing Agency shares...

We ex­panded our pres­ence in West In­dia dur­ing last fis­cal by open­ing branches in Mumbai and Nag­pur. We also in­tro­duced few new prod­ucts and ex­panded our ex­ist­ing prod­uct line. We are grow­ing at the rate of 20 per­cent CAGR ev­ery year and all the prod­uct lines do­ing well for us

Started as a re­gional dis­trib­u­tor in eastern In­dia, Sav­era Mar­ket­ing is now con­tem­plat­ing to go to the na­tional level. Af­ter West, what are your strate­gies to foray into south­ern In­dia?

Gopal Pansari: We have a very clear mar­ket­ing strat­egy to in­crease our brand visibility across the re­gions. South­ern In­dia is one of the key growth mar­kets for us. We are plan­ning to en­ter south­ern mar­ket by open­ing new branches. This is to in­crease the reach in re­mote lo­ca­tions, to cre­ate satel­lite branches which will align with main branch on those states which pull prod­ucts with the as­so­ci­a­tion of new part­ners. As a part of our strat­egy, we will open our first south branch in Chen­nai this quar­ter and then ex­pand in other cities like Hy­der­abad and Ben­galuru.

As an ex­pan­sion strat­egy, you are ag­gres­sively fo­cus­ing in west­ern In­dia. What is the busi­ness po­ten­tial of this re­gion?

Gopal Pansari: West­ern re­gion is far bet­ter than East and it is al­ways a bet­ter place for busi­ness. All the ma­jor ven­dors and dis­trib­u­tors have their head of­fices in this part of the coun­try. West alone con­sists around 35 to 40% mar­ket share all over In­dia. There­fore, it is very sig­nif­i­cant re­gion for us in terms of growth and busi­ness scal­a­bil­ity. We for­ayed in the west­ern part last year and we are con­cen­trat­ing heav­ily on in­creas­ing our foot­prints in the re­gion with ex­pand­ing our busi­ness op­er­a­tions across the cities.

Now a days, hard­ware dis­trib­u­tors are also en­dors­ing soft­ware so­lu­tions. Do you also in­tend to en­ter in soft­ware sell­ing? Gopal Pansari: Be­ing into stor­age Biz with Hi­tachi and Adata, we are also look­ing into en­ter­prise biz. We will def­i­nitely at­tempt to pro­vide to­tal so­lu­tion for our cus­tomers. If we get an op­por­tu­nity to work on a project, Cloud com­put­ing will be a part of that. We will ex­e­cute it in deal-to- deal ba­sis.

Some of Na­tional Dis­trib­u­tors are en­ter­ing into man­u­fac­tur­ing. Do you also plan to come up with your own prod­uct line?

Gopal Pansari: We are a pure dis­tri­bu­tion house and we be­lieve in dis­tribut­ing third party prod­ucts only. We will be do­ing only the dis­tri­bu­tion busi­ness un­der Sav­era ban­ner. Hard­ware is our core area of busi­ness. We have also started dis­tri­bu­tion of stor­age so­lu­tions with ADATA and Hi­tachi. We are also plan­ning to en­ter in en­ter­prise busi­ness. We will have our man­power which will go to chan­nel part­ners.

Be­ing a dis­trib­u­tor, how will you ad­dress the is­sue of preda­tory pric­ing by on­line sales sides?

Gopal Pansari: E-com­merce in In­dia has been in news for both good and bad rea­sons. It is re­ally good to know that In­dian e-com­merce play­ers have started mak­ing their own mark in the e-com­merce sphere. How­ever, it is equally alarm­ing that e-com­merce web­sites of In­dia are not fol­low­ing the e-com­merce laws of In­dia. As a re­sult e-com­merce frauds in In­dia have sig­nif­i­cantly in­creased and there is an ur­gent need to reg­u­late and pun­ish such e-com­merce of­fences and crimes in In­dia.

E-com­merce web­sites and tech­nol­ogy com­pa­nies are also un­der the scan­ner of tax­a­tion and reg­u­la­tory au­thor­i­ties around the world. For in­stance, some be­lieve that few sites are play­ing with the UK tax laws. Sim­i­larly, for­eign com­pa­nies and e-com­merce por­tals would be re­quired to reg­is­ter in In­dia and com­ply with In­dian laws. In­dian gov­ern­ment has also pro­posed estab­lish­ment of In­come Tax Over­seas Units (ITOUs) of In­dia in for­eign coun­tries to deal with eva­sion of taxes.

Can you shed light on your go to mar­ket strat­egy?

Gopal Pansari: We have grown hy­gien­i­cally in terms ex­pan­sion and turnover. We ex­panded our pres­ence in west­ern In­dia dur­ing last fis­cal by open­ing branches in Mumbai and Nag­pur. We also in­tro­duced few new prod­ucts and ex­panded our ex­ist­ing prod­uct line. We are grow­ing at the rate of 20% CAGR ev­ery year and all the prod­uct lines are do­ing well for us. We have re­cently tied up with Hi­tachi and Hunt key. We are ex­pect­ing more as­sign­ments to cater more mar­ket share and to in­crease Sav­era prod­uct bas­ket. We will con­tinue our chan­nel ini­tia­tives.

GOPAL PANSARI, direc­tor, Sav­era Mar­ket­ing Agency

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