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With in-house manufacturing facilities, self-owned technology and a wide
range of visual display products, Dalip Sharma is confident that Delta Energy
Systems' late entry into the Indian market will not affect its growth
Can you give a brief background of the presence of Delta India Group in
India?
Delta India Group has been present in India since 1996. We made our entry
into the market with telecom power supplies that has been our core strength till
now. In 2005 we ventured into the market of UPS and power solutions.
Right now we are in product expansion mode and have just introduced visual
display products under the brand name of Vivitek. Over all, our range of
products includes power management, visual displays, industrial automation,
networking and automotive products.
In power management, the range of the products include switching power
supplies, DC-DC converters, UPS, telecom power, AC-DC adapters, energy saving
ballasts and custom power supplies. We are also into industrial automation that
includes a vast variation from AC motor drives to terminal panel. The networking
products include LAN, wireless and Broadband access.
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Dalip Sharma MD,
Delta Energy Systems |
You have just entered into the market of visual display. There are other
reputed brands that are ruling this segment. Aren't you late in entering into
this business?
We might be late in venturing into the market of visual display but we
possess all the factors that are important to place us at a robust position. We
are absolutely strong in technology backup and have a good market reach. We have
complete in-house manufacturing facilities, and all the products are
manufactured by our own units.
We use our own technology that stands at a world-class level. We are present
across the country through our channel network that have allowed us enough
penetration into the market. We have our own research and development center
from where we directly keep a track of the changing technology and we make sure
to produce the best.
We are the only company that provides such a vast gamut of products
applicable for all kinds of projectors-large, small projectors or digital
signage. The entire processing is done under one roof.
There are other companies in the market that manufacture one or the other
products but we have a basket of the entire range used for various set of
customers like corporate, industry, individual or manufacturing firm. We believe
that all these factors would provide us a strong presence in the market.
Given your varied product line, what is the sales model for different
categories?
We follow both direct as well as indirect sales model. For UPS, we have a
network of channel partners who are present in metros as well as in B and
C-class cities.
For visual display product, we follow the mode of channel for market
penetration.
We are in the process of appointing new channel partners for this product
range. For telecom power supplies, we follow a direct route and contact our
customers on our own.
What changes have you observed in the buying pattern of customers of
telecom power solutions as well as other product line? Did you gauge the
explosion of IT and telecom market when you entered into the Indian region?
Over the years, we have diversified our product line and that has been due
to the drastic change in the customers behavior. The economy has been growing,
the lifestyle of customer has undergone change and a major portion of the
population which is middle class is experiencing a different living style.
All these factors, clubbed with networking and mobility has given our
business an overall boost. Most importantly, the way telecom industry has boomed
is amazing.
The UPS market has also undergone a phenomenal change. As the IT market is
growing, the UPS business is also expanding especially in verticals like
banking, industries and automation business.
This is the right time when we have decided to expand our product line and
will get a good boost in the market. Currently, we are experiencing a dramatic
growth in the market of digital signage industry that has been possible due to
the growth of telecom operations and power generation companies.
When we had started the operations, we never anticipated that the IT and
telecom market would grow like this. We are planning to touch the target of $73
million by the end of 2008, which would mean a growth of 23 percent.
How do you classify your channel for different product segments?
As we have different channel for different product lines, we take care in
appointing the new channel partners because the need and behavior of customers
for various products are different. So the appointment of channel depends on
their nature of business and their expertise.
For UPS, we have 30 system integrators (SIs) who are the main distributors
and have their own network of channel partners. Our distributors are equipped
with all kinds of technological support that is required for an efficient
after-sale service. They also provide 24x7 service support. For visual display
products, we have six distributors.
We give proper training to our channel that includes first-level trouble
shooting, initial analysis of the problem and others so that the customers feel
that they are in safe hands. Since we do direct selling of telecom power
supplies, our major customers include Dell, HP, IBM, Intel, Microsoft, NEC and
Sony.
Why don't you have any national distributors in your go-to-market
strategy?
We wanted to first grab a strong position and then assign the distribution
to a national player. We have now acquired an acknowledgeable position and are
planning to appoint a national distributor soon. By March this year, we would be
able to announce the name.
What are the regions that yield maximum benefit to the company and what
would be your next focus?
We have been getting commendable response from West and North Indian
markets. South has also picked up well and we now are planning to focus on
eastern side that has still not been explored.
What is the status of your manufacturing plants in India?
We have one manufacturing unit in Pondicherry and another in Gurgaon. Our
third manufacturing plant in India is in pipelines and would come up in Rudrapur.
These plants have the capacity to manufacture 11,000 telecom power supplies and
4,000 UPS per month.
Amrita Tejasvi
(amritat@cybermedia.co.in) Page(s) 1
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