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45 Computer Force India: Expanding Reach

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DQC News Bureau
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COMPANY: Computer Force India



DIRECTOR: Sanjay Kalra


START-UP YEAR: 1996


NO OF PARTNERS: 70 


BRANCHES: 5


PRODUCTS: Hardware, peripherals



AGENCY OPERATIONS: Azza, Intel, Microsoft, Seagate
ADDRESS: G 1, Goverdhan Building, 53-54, Nehru Place, New Delhi - 110019



TEL: 011-6453339, 6219170


FAX: 011-6487906


Seeing the slowdown much before others in the market, Computer Force proactively addressed the up-country markets. In the process it added four new branches to enhance business in the interiors. Apart from its own branches, the company also appointed ten consignee agents in various states. 

The slowdown withstanding, the company feels the trade is a lot under threat because of principals’ policy of flooding the market with inventory. “They can afford to flush the market because of cheaper cost of working capital. We come under immense pressure to have a proper working capital management as our costs are higher,” says Sanjay Kalra, Director. The company is therefore differentiating itself on faster response and better service rather than battle in the market on price. 

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But the company has chalked out some ambitious plans to move forward even in these taxing times. It has recently acquired a substantial share in ProTeam Computers, Taiwan, the manufacturer of Azza motherboards and Perx brand of peripherals. Kalra now sits on the board of Jorjy International, the sales subsidiary of ProTeam in India. 

In the pipeline as part of this venture are four offices. And Computer Force on its own will start five new branches in the next year. The foremost objective of the company can be summed up in two words – ‘Go up-country’. 

In the year ahead, Computer Force is planning to add Acer to its portfolio. “Talks with Acer are in an advanced stage,” is all Kalra had to say. But growth being targeted is exponential. “We are looking at a target of Rs 100 crore, because of the greater reach and new products,” says an energized

Kalra. 

Like most others in the trade, talking of the slowdown doesn’t really make Kalra look grim. “We have not really seen a slowdown,” he says. But goes on to add that there will be no space for new comers. “Relationships will now play an even critical role,” he adds candidly.

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