Belkin India, a provider of inter-connectivity solutions for computing and consumer electronic devices has set a target to achieve a sales turnover of Rs 250 crore, up 60 per cent, in 2012. Pravda Godbole spoke to Mohit Anand, managing director, Belkin India Subcontinent on how exactly does the company plan to achieve its targets and its other plans for the India market. Edited excerpts:
You have said that Belkin is wanting to achieve a sales turnover of Rs 250 crore in 2012, exactly what is the plan to achieve this target?
Since our inception in 2009 in India, Belkin has been able to establish a strong hold in India and SAARC markets. In the year ahead, Belkin plans to strengthen its business through an aggressive sales channel expansion in the tier II and tier III markets for its business and expansion. Belkin has registered a growth of 62 per cent in 2011 over 2010 and recorded revenue of Rs 150 crore in 2011 as compared to Rs 95 crore in 2010 in the Indian sub-continent. To accomplish the growth targets set for the year ahead, we recently announced the launch of wired and wireless keyboards and our mouse range.
What are your product offerings in India?
Belkin offers a wide range of products around three platforms, computers, mobile phones and portable music players. In all these categories we have a range of products like wired and wirelesses keyboards and mouse devices, screen guards and covers, auto-shut off USB charging stations with four ports and also a portable mobile charging station and wireless routers. Belkin prides itself in being the leader in the structured cabling business. And, the company is the official accessory partner to Apple and Samsung for their range of products.
Do you have pan-India presence, if not which new cities do you plan to enter and by when? Belkin products are available across the country in 300 cities and our foucs is on tier II and tier III cities. We depend on our network of 20,000 channel partners to ensure Belkin products are available at every location where there is a demand for them. Our products are also available through leading online retail websites. Very recently we appointed SSK as our channel partner for our mobility business in order to strengthen Belkin’s presence in West India.
Are there any new product launches in the pipeline?
We are very excited about completing our product portfolio in the IT peripheral category. Also, the products that we launched at CES 2012 recently will be available in India soon. Belkin is all set to launch its range of screen overlays for Nokia, Samsung and Blackberry phones. We constantly look to evaluate other product categories and new products can be expected soon.
Would it be appropriate to say that Belkin has more visibility in India in the wireless routers range than your other products?
Belkin, as a brand, means different things to different customers. But, the wireless router range is one of Belkin’s most popular products. Our router business contributes to approximately 35 per cent of our overall revenue. Our newest generation of routers are faster, safer and more convenient. We aim to ride on our broadband growth by expanding our networking business. However, other Belkin products including surge protectors, mobile and laptop accessories and structured cabling are also experiencing rapid growth and we aim to carve a niche for ourselves in these categories too.
What is your investment budget for the India region for 2012-2013?
Belkin is going all out in terms of acquiring a larger market share across its range of products. We are undertaking aggressive marketing and brand building activities to achieve this target. To support branding activities in India, the company has earmarked a marketing and advertisement investment of Rs 12 crore for the year 2012.
As per a previous interview, Belkin will look at strategic outsourcing to India. What is the status on that?
Yes, Belkin will look at strategic outsourcing in India. This is only possible once we have a buy and sell operation within India. This means, that we should have local manufactures who can manufacture products according to our specifications and standards and supply to us.
How is Belkin's product pricing as compared to its competitors, and will it be undergoing any revision soon or has been in the recent past?
Belkin products are highly competitively priced in the market today. We firmly believe in providing with high value at the lowest costs. Prices of Belkin products have remained consistent over a long period of time.
Does Belkin have any manufacturing units in India?
Currently we do not have any manufacturing facility in India. All Belkin products are imported from our manufacturing and warehousing unit in China.
What is the possibility of having your own manufacturing unit here?
We do not have any plans for investment in terms of production facility in India.
