The Man Who Found Com­pat­i­bil­ity in IT

Read the growth story of Pramod Ra­j­pal, CEO, ProDot Group in his own words

DQ Channels - - Channel Pulse - As told to ANKIT PARASHAR (ankitp@cy­ber­me­dia.co.in)

Read the growth story of Pramod Ra­j­pal, CEO, ProDot Group in his own words

To some play­ers, com­pat­i­bles gave them a point to en­ter the IT pe­riph­er­als in­dus­try, the in­dus­try which re­quires huge setup costs, with­out any in­vest­ment. One such player is ProDot which started its busi­ness from scratch, and now it is not only the mar­ket leader in com­pat­i­bles, but also the only player to set up a plant to man­u­fac­ture key­boards, mouse and Laser jet car­tridges. Pramod Ra­j­pal, CEO, ProDot group has nar­rated his story and ex­pe­ri­ence as a suc­cess­ful en­tre­pre­neur in the in­dus­try-

HOW DID IT ALL START?

We started this busi­ness way back in 1987 where we sim­ply used to re­fill the al­ready in­stalled DMP car­tridges in var­i­ous big com­pa­nies. Only few com­pa­nies were fol­low­ing the prac­tice of re­fill­ing at that point of time, while most of them bought new car­tridges ev­ery time. We could sense that IT in­dus­try will grow in geo­met­ric pro­gres­sion in the com­ing years and so will com­pat­i­bles. We stuck around and, con­se­quently, with­out any sig­nif­i­cant ini­tial in­vest­ment, we are the big­gest and the fastest grow­ing com­pany in com­pat­i­bles in­dus­try in In­dia.

STRONG­EST DIS­TRI­BU­TION NET­WORK

We have a PAN In­dia dis­tri­bu­tion net­work with an al­most 40% growth in sales ev­ery year. This is all be­cause of our dis­trib­u­tors, who are the back­bone of ProDot. We and our dis­trib­u­tors share a won­der­ful re­la­tion­ship. With­out hav­ing spent any sig­nif­i­cant amount on ad­ver­tis­ing, peo­ple rec­og­nize as a brand.The credit goes to our dis­trib­u­tors who have al­ways cre­ated a pos­i­tive sen­ti­ment for us in the mar­ket and we have also de­liv­ered ac­cord­ingly.

MAN­AG­ING COUNTER AT­TACKS

Big play­ers, hav­ing ob­served the de­clin­ing prof­itabil­ity due to com­pat­i­bles in­dus­try, lately came up with a new clause that the war­ranty of their prin­ters will be void if users have used any com­pat­i­bles. Users are un­aware of the fact that the price dif­fer­ences in Orig­i­nal and Com­pat­i­bles are such that they just have to use the com­pat­i­ble car­tridge twice and cost of their printer stands cov­ered.The good thing re­mains the con­sumers have started re­al­iz­ing that use of com­pat­i­bles hardly has any ef­fect on the life of the prin­ters and even if it does, it is still a prof­itable for them mak­ing it a win-win sit­u­a­tion for them.

BACK­WARD IN­TE­GRA­TION

One of the im­por­tant things we did was back­ward in­te­gra­tion. There is no doubt that China is world’s no. 1 man­u­fac­turer. While launch­ing any prod­uct, first thing we do is to im­port the prod­uct from China. Most im­por­tantly, we do not just stop at get­ting our prod­uct man­u­fac­tured from China and sell­ing it at in our name, which is an eas­ier thing to do. We fol­low a back­ward in­te­gra­tion process by learn­ing the man­u­fac­tur­ing process, set­ting up the ma­chin­ery at our premises, in­no­vate and bring economies of scale to pro­vide bet­ter qual­ity at most rea­son­able prices. That pro­vides us with the “only man­u­fac­turer” tag in many of our prod­ucts like key­boards, mouse, Laser Toner car­tridges etc.

DI­VER­SI­FI­CA­TION

Tra­di­tion­ally we were a DMP car­tridge man­u­fac­tur­ing com­pany and we have suc­cess­fully di­ver­si­fied to Laser toner Car­tridges, Key­boards, Mouse, Inkjet Inks, Laser Toner Pow­der etc. We have also launched our An­tivirus in which we have tied up with one of the world’s finest Lab and we are get­ting a phe­nom­e­nal re­sponse from the cus­tomers. It is our con­stant en­deavor is to keep adding some­thing new to the range of prod­ucts we of­fer.

ACHIEVE­MENTS

Up­com­ing En­tre­pre­neur Award

Pramod Ra­j­pal, Founder & CEO of Prodot Group was awarded “The Up­com­ing En­tre­pre­neur Award” for three suc­ces­sive year 2008-2010 by Dataquest Mag­a­zine

2010 Ed­i­tor Choice Award: Best Rib­bon Man­u­fac­turer

Awarded with ‘Ed­i­tor Choice Award’ by NCN mag­a­zine for be­ing the Best Rib­bon Man­u­fac­turer on 17th Dec 2012, New Delhi at Crown Plaza

2011 Reader Choice Award

Awarded with a title as ‘Reader choice award-2011’ by Recharge In­dia Magzine Award for best Brand Vis­i­bil­ity

ProDot was cho­sen and con­ferred the “Best Brand Vis­i­bil­ity Award” by Recharge In­dia Mag­a­zine

Best In­dian Brand

ProDot won the Best In­dian Brand at 2nd NCN Imag­ing So­lu­tion Award func­tion held on the 9th Dec 2011 at Ho­tel Surya, Delhi

Best Car­tridge Re- Man­u­fac­tur­ing Com­pany in In­dia

Awarded the Best Car­tridge Re- Man­u­fac­tur­ing Com­pany In In­dia by the NCN – in the sum­mit 3rd Imag­ing So­lu­tion Award held on the 14th Dec 2012 at Ho­tel Surya Delhi.

Best In­dian Brand

Was be­stowed with the pres­ti­gious Best In­dian Brand Awards – 2011 and then in 2012 for the two year in con­tin­u­a­tion by NCN mag­a­zine

Fastest grow­ing In­dian Imag­ing Com­pany Achiever Award

Fastest grow­ing In­dian imag­ing com­pany achiever award for the year 2013 by the NCN on 19th De­cem­ber at Ho­tel Ko­hi­noor And­heri Mum­bai.

THE SUC­CESS MANTRA

Af­ter hav­ing op­er­ated in the In­dian mar­ket for about 30 years, we con­clude that this mar­ket is very price sen­si­tive.The only way to grow mul­ti­fold here is to pro­vide high qual­ity prod­ucts at low­est pos­si­ble prices. Un­der­stand your cus­tomer. Peo­ple buy­ing com­pat­i­bles are the peo­ple who are seek­ing cost cuts. Don’t think about mak­ing too much pre­mium as they will never be able to pay.

FU­TURE PLANS

As of now we have been pop­u­lar within IT in­dus­try. We are plan­ning to bring in a new an­gle to our prod­ucts now – con­nec­tiv­ity with youth. Soon we will come up with a flashy and trendy prod­uct range that will at­tract the youth. We have con­ducted a pre-launch anal­y­sis of these prod­ucts and have got a great re­sponse. We are ex­cited to launch these prod­ucts.

Fur­ther we are mov­ing ahead to set up a plant which man­u­fac­tures lat­est tech­nol­ogy USB Flash drives. We are very ag­gres­sively iden­ti­fy­ing new prod­ucts that can be man­u­fac­tured in In­dia and will also be mak­ing strate­gic al­liances with var­i­ous man­u­fac­tur­ers to speed up the process.

MAKE IN IN­DIA AND GO GREEN CAM­PAIGN

We have al­ready joined “Make in In­dia” cam­paign as all key­boards and mouse avail­able with us are man­u­fac­tured at our pro­duc­tion house in Dehradun.

Our mantra will al­ways re­main the same – high­est qual­ity low­est price.

We are very ag­gres­sively iden­ti­fy­ing new prod­ucts that can be man­u­fac­tured in In­dia and will also be mak­ing strate­gic al­liances with var­i­ous man­u­fac­tur­ers to speed up the process

More on the web: Read more de­tails at www.dqchan­nels.com

PRAMOD RA­J­PAL, CEO, ProDot group

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