23. VALUE ADDITION: Brings Profits

Aditya Infotech's revenues registered the highest drop in the DQCI Silver Club at 48 percent. It lost its #11 position in the Club to rest at the #22 position. But CEO, Aditya Khemka, is unperturbed. He attributed the steep fall to discontinuation of LG from the portfolio after an acrimonious parting. The move saw Adityaґs revenue drop from Rs 162 crore in 2000-01 to Rs 85 crore last fiscal.

Aditya consequently restructured its business into three divisions. The first looked at the distribution business and essentially included what the company calls ґbuilding blocksґ of a PC. Under the second division, Aditya included products that enhance the functionality of a PC. These typically include high-end speakers to convert a PC into a music system, TV tuner cards to transform it into a television and so on.

The third division addressed the needs of the professional multimedia and post-production market. Aditya added a slew of products, both hardware and software, to provide solutions for business entities operating in the space. Claims Khemka, "We are presently the leaders in this space." Aditya was recently awarded as the fastest growing company in the Asia-Australia region by Pinnacle.

But Khemka majorly focussed on promoting products covered by the second division. "These products gave us and our partners an opportunity to earn healthier margins," feels Khemka.

MEASURES THAT BROUGHT MOOLAH: Addition of professional multimedia products, Promotion of products that enhance the functionality of a PC

Aditya is engaged in a lot of ground-level marketing activities to promote its products. Events, roadshows and bundling has kept its employees busy. The company is currently working very closely with SIs and retail chains.