Benq appoints eSys distributor for display products

Putting rest to all the guesswork about its distribution strategy, Benq has finally appointed eSys India as national distributor for its entire range of display products. This decision comes barely after a month Benq got a new country manager, Ashish
Bakshi. 

"In eSys, we found a perfect partner who possesses the necessary strengths and market reach to establish our display products well in the market," explains Ashish. He further adds that the company is refraining from giving the entire product range to any one distributor as the latter may not be able to do justice to its wide portfolio of products.

"However, we are adopting a performance-based strategy wherein, depending on a distributor's performance, we may offer him few more products," informs Ashish. The company would be putting its major focus on its display range and would be launching many new products soon. "We would be debuting our LCD TV next month. In display, our major focus will be on LCDs, as we see a high growth potential there," says
Ashish.

The company is also in the process of holding talks for appointing distys for its other products. Elaborating further, Ashish says, "Our complete distribution strategy would be in place by sometime next month. Meanwhile, we are increasing our service network from 23 service centers to 30 of them by this month-end.

But Ashish is not willing to categorize Benq's distribution model as a national or a regional one. "We will appoint distributors depending upon their competencies and the focus they can offer to our products. These distributors can be national or regional or someone who would only be allowed to operate in certain regions," clarifies he.

GOLDIE

MUMBAI