Agrani enters PC market with in-house brand

Delhi-based Agrani Switch has ventured into the PC market with the launch of

its in-house PC brand, Quasa. Agrani is looking at positioning the brand as a

value-for-money buy that promises to deliver on quality and service.

Company officials feel that the average customer is ill-equipped to make a

buying decision about PCs. While the customer is confused about the right

configuration, confidence about the performance of assembled systems is missing

and the branded choice can be too expensive.

"Quasa will bridge this gap to create an optimized situation of customer

delight," explains Pankaj Mohindroo, CEO, Agrani.While reach and

distribution for the brand will be achieved through Agrani Switch stores,

service issues will be addressed by Technoaid. The company has not put a number

on the volumes to be generated as Pankaj says that the PC business for Agrani

will not be number driven.

Activities to push the brand have been kick-started. 50 ‘PC helpdesk

roadshows’ have been planned for Delhi alone to spread awareness and demystify

PC for the layman, as officials put it.

Quasa is presently offering only AMD-based systems, but is open to exploring

other alternatives. Says Pankaj, "We are wedded to no brand and will offer

our customers choice and value."

The availability of the brand shall initially be limited to Switch stores,

but the company may offer the systems for sale at other retail outlets too.

MOHIT CHHABRA