“We are plan­ning to tap the power elec­tron­ics, elec­tronic ve­hi­cle and re­new­able en­ergy mar­kets”

Chroma ATE is a Tai­wan-head­quar­tered sup­plier of pre­ci­sion test and mea­sure­ment in­stru­men­ta­tion, au­to­mated test sys­tems, in­tel­li­gent man­u­fac­tur­ing sys­tems and turnkey so­lu­tions. The com­pany’s oper­a­tions cover ICT, semi­con­duc­tors/ICs, clean tech­nolo­gies in

Electronics Bazaar - - Contents -

EB: How do you view the In­dian mar­ket?

The In­dian mar­ket has a great po­ten­tial due to the growth in the lo­cal man­u­fac­tur­ing in­dus­try. There is in­creas­ing de­mand for Chroma’s prod­ucts be­cause of this trend.

EB: What po­ten­tial do you see for your prod­ucts in In­dia?

Green en­ergy, bat­ter­ies, telecom­mu­ni­ca­tions and home ap­pli­ances are some of the do­mains where Chroma sees good po­ten­tial for its prod­ucts in In­dia.

EB: Have you been do­ing busi­ness with In­dian com­pa­nies?

Yes, we have been do­ing busi­ness in In­dia through our dis­trib­u­tor, Quan­tel Tech­nolo­gies, for many years. After many years of col­lab­o­ra­tion across South­east Asia, we ac­quired Quan­tel in 2016.

EB: How has busi­ness in In­dia been for you over the re­cent years?

We have seen growth in the last cou­ple of years, but it is not as fast as we ex­pected. Typ­i­cally, busi­ness in In­dia has been slow, but we can def­i­nitely see that the sce­nario is chang­ing.

EB: What mar­kets do you plan to tar­get?

We plan to tar­get the power elec­tron­ics, elec­tric ve­hi­cles, bat­ter­ies, pas­sive com­po­nents, elec­tri­cal safety equip­ment and re­new­able en­ergy mar­kets in In­dia.

EB: Which are the top three coun­tries that you ex­port to?

The United States and China are the coun­tries we ex­port to most. If de­mand in In­dia grows, it has the po­ten­tial to be­come one of the top three coun­tries Chroma ex­ports to.

EB: What are the road­blocks you en­counter in the In­dian mar­ket?

When it comes to In­dia, any gov­ern­ment re­lated work is a very time con­sum­ing process. This di­rectly or in­di­rectly af­fects the pri­vate en­ter­prises also. Apart from this, In­dian cus­tomers are very price con­scious. They give less im­por­tance to the qual­ity of the prod­ucts and tend to fo­cus more on the pric­ing.

EB: How do you pro­mote your prod­ucts in In­dia?

In In­dia, we go through lo­cal sales chan­nels, though we would also like to es­tab­lish our own dis­tri­bu­tion channel in the coun­try. Chroma is plan­ning to ex­pand its ser­vice net­work across In­dia, a process that will in­clude look­ing for more dis­trib­u­tors in dif­fer­ent cities.

EB: How many lo­cal part­ners do you have in In­dia now?

We have branch of­fices in In­dia un­der the name Quan­tel Tech­nolo­gies In­dia Pri­vate Lim­ited. Be­sides that, our ma­jor dis­trib­u­tors like MEL Sys­tems and Ser­vices Ltd pos­sess the same ca­pa­bil­i­ties and carry out the same func­tions in In­dia as Chroma does.

EB: What qual­i­ties do you look for in dis­trib­u­tors that you hope to work with?

We are look­ing for dis­trib­u­tors who are re­spon­si­ble and have a good re­la­tion­ship with their cus­tomers.

EB: Are you plan­ning to set up your own of­fice in In­dia?

We don’t see the need for this, since we al­ready have branch of­fices lo­cated in New Delhi, Mum­bai and Ben­galuru, un­der the ban­ner of Quan­tel Tech­nolo­gies.

PhIL LIu, sales man­ager, Chroma ATE Inc.

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