Zenith begins white box delivery

Zenith Computers has begun the delivery of white boxes. The first lot was delivered as of July 6 and more deliveries are expected in the coming days.

The company is focusing on the trade channel to move white boxes since the current channel would be selling only the Zenith brand. Says Raj Saraf, CMD, Zenith Computers, "We have no alternative but to look at the trade channel for white boxes. Pushing white boxes to our regular resellers can lead to clash of interests."

What this means is that white boxes would be aimed at traders at Nehru Place in New Delhi, Lamington Road in Mumbai and Ritchie Street in Chennai, among others. These traders would be free to label the white boxes under their own names and sell them across the counter.

Meanwhile, Zenith boxes, including the Infotainer, are moving across the market to company's satisfaction. "We have moved 4,000 units in recent times," says Saraf. The channel has played a pivotal role in this and Saraf claims that for PCs, Zenith has the best geographically covered channel in the country.

Thus, for the time being, Zenith is not putting any additional efforts to bring in new channel partners. "Every year we keep seeing a 20 to 25 percent change in our channel as non-performers are weeded out and new partners are brought in," points out Saraf.