Altec Lansing gets aggressive to increase its market share

Altec Lansing, the US-based audio company, is planning to get more aggressive in the Indian market. The company started its India operations two and half year back when it appointed Trifin Information Technology as its distributor for North and East and Zeta for West and South. Today, it has more than 25 audio products in the country and some more are expected to hit the market by September 2004. 

According to Anthony J Wilkinson, Vice-President, Sales and Business Development - Asia Pacific, Altec Lansing, "We have identified India as one of the major market for audio players and with our rich heritage we would like to explore the PC market and the upcoming DVD, CDs, MP3 and the home theatre segment in this country." 

He also pointed out that the company has grown by 80 per cent in India on a year-to-year basis and this kind of growth is also expected this fiscal. This growth Anthony feels will be possible because the Indian market today is getting more and more digital and the next couple of years would see immense penetration of entertainment in the IT industry. 

The company is planning to organize road shows in the country, which would give more visibility to its brand. "We want to be the number one audio player in the Indian market and I feel that by 2005, we would achieve that feat," Anthony added. 

Nitin Aggarwal, Director, Trifin Information Technology said, "Altec has products ranging from the entry-level to the premium segment and we have seen substantial growth in the last two quarters." 

Nitin pointed out that Trifin has 150 dedicated partners in the North selling Altec's products and this number is also expected to increase substantially over the next six months. "We are also launching a promotional campaign for the partners which we expect would excite them to do more business and this in turn would help Altec to reach the numero uno position in the country," Nitin pointed out. 

CyberMedia News