Elitegroup Computer Systems (ECS) is ramping up its presence in India through its channel network. It has appointed Rashi Peripherals as its national distributor in November 2009, this being in addition to its exiting relationship with SES India as a national distributor.
ECS plans to sell around 10,000 units a month through Rashi Peripherals and overall almost 50,000 to 60,000 units through the channel this year.
Esther Teng, Regional Marketing Manager, Channel Business Unit, ECS, said, "In India, their primary business is through OEM and a meagre contribution comes from the channels.”
While SES India does a tender-based business which deals in pushing entry-level motherboards, Rashi Peripherals has been given the mandate to sell the entire motherboard product line of ECS. In addition, it has tied up with eScan for bundling antivirus with its motherboard.
Brand positioning is another activity which is being executed. Commenting on this, Teng said, "Leading players like Intel, Asus, Gigabyte and many more have significant presence in the country. We look at competition in a 'tier' perspective – with companies Intel, Asus, etc. in Tier-1, and MSI, Biostar, Asrock, etc. in Tier-2. In India, we intend to position ourselves in Tier-2 as we believe in price-performance offering and this category completely fits in our bill."
