Aiming For A Brand

When Computer Force was



founded in June 1995, no one


would have imagined the kind of progress it has made today. From an initial
investment of Rs 20 lakh, it has grown to become a Rs 12-crore company. All this

was possible only because of the determination and dedication of the company’s

CEO Satish Sharma.

Before floating Computer Force, Satish Sharma was into the

business of photographic goods. Seeing the tremendous opportunity in computer

business, he, along with his two brothers, decided to give it a try. The new

business met with huge success within six months and Satish decided to shift to

Nehru Place, Delhi’s hub of computer industry.

Known far and wide

Computer Force is a well-known name today for local

assemblers, dealers and OEMs for sourcing Intel CPUs, disk drives, monitors,

multimedia equipment and computer cabinets. It imports Asustek motherboards,

Pride monitors, Perks MPEG cards, etc. It is an authorized reseller of hard disk

drives from Quantum and also imports keyboards. Being a GID, the company also

assembles its own PCs.

Computer Force is one of the few resellers who have made a

mark in imports, wholesale trade and retailing. "Our strength lies in the

fact that we are well versed in all the three modes of businesses," says

Satish.

Satish doesn’t believe in opening offices all over the

country. Rather he has associate consignment agents in Punjab, UP, Bihar, Mumbai,

Bhopal and many other cities. "The main advantage of these associates is

that we have to pay tax only once and it also decreases the overheads of the

company," says he.

But he is not averse to the idea of opening offices in major

metros. "We have opened one office in Mumbai," says Satish. He has

plans to open two to three wholesale offices in other metros. "The computer

industry is different from other industries. It is booming but there are not

many giants as such in India. So even smaller players have a place in it."

Strength in employees

Satish has 15 employees, out of which six are engineers. He

maintains that he wants to groom his people to become entrepreneurs by giving

them extensive training both in-house and outside. "After three months on

the job, we give our engineers one month training. In some cases we send them

abroad also," he adds.

Talking about future plans, Satish says he is planning to

have his own brand of PC. "Everything is ready but we are waiting for the

next budget. We will float our own brand immediately after the budget."