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Altec Lansing gets aggressive in Indian market

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DQC Bureau
New Update

CHEANNAI



SEPTEMBER 9, 2006

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Riding high on the digital boom, US-based Altec Lansing is going all out to

become the most popular brand in Indian market, across the product categories.

The company, which recently restructured its channel policy, is now in the

process of appointing more partners, mainly in upcountry markets. "We are

adding more than 100 resellers in the current program and will work closely with

the channels to drive our business. We are working out various channel programs

which include incentive schemes, performance-based remuneration system, product

training (information), demo support and more," said Jessica L Chua,

Regional Marketing Director (Asia Pacific), Altec Lansing Technologies.

Chua is leading these initiatives from the forefront for Indian market and

working closely with Rashi Peripherals and Trifin Information Technology, who

are the two distributors here. While Trifin takes care of north and east

regions, Rashi addresses the south, west and part of central India.

Altec Lansing would be launching six new models in India shortly to meet the

growing demands here. According to Chua, "India is also fast catching up

with the world market in terms of trends.  Digital boom is very much

visible here and revolution is happening on the PC front, MP3 players and

cellular phones, except for Flat TVs which is yet to pick up here."

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The company is betting on both metro and upcountry markets for growth and

performance.  "We are not only looking at Class A and B markets. But,

even, C and D where the potential and buying power is high. In fact, some of our

hi-end products like IM9 were first sold in Hubli and other upcountry markets,

than in the metros," she said.

Rashi Peripherals, which currently has 45 branches in the country, is

expanding its reach through 100 branches in the next two years. "Our

expansion program will directly help Altec Lansing to reach more number of

cities/towns in the country. Rashi will be driving the end-user programs for

Altec," said Sachin Kadam, Product Manager at Rashi Peripherals.

Altec Lansing has about 30 product skews, mainly divided into four

categories-such as Powered Audio, Portable Audio, Personal Audio and Interactive

Audio. Powered Audio is a major revenue earner contributing about 70 percent to

the total turnover, and speaker systems starting from 2.0 to 5.1 come in this

category. Altec is enjoying a good market share in PC and MP3 speaker systems,

while getting aggressive in satellite radio, telecom and home AV systems. It

will work with non-IT channels too in the coming months.

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Altec Lansing speakers are available in the price range of Rs 550 to Rs

15,000, covering all four categories.

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