Blooming In Tamil Nadu

Bloom Electronics

Demonstrating an impressive growth,Coimbatore-based Bloom Electronics posted revenues of Rs 82.2 crore in direct sales and Rs 23.2 crore in indirect billing for Dell business, thus taking the company gross sales turnover to Rs 105 crore in FY 2009-10 as compared to direct-sales turnover of Rs 66 crore during the previous fiscal. The company attributed its growth in Dell and Samsung business, addition of new products, and innovative channel marketing initiatives.

Dell business grew by more than 100 percent last year contributing 60 percent to revenues from sub-distribution.In the 15 districts of TN where Bloom sub-distributed Samsung monitors, it also achieved more than 50 percent market share. The company also added Apple iPhones and Belkin networking range to its products portfolio. Notebooks accounted for nearly 55 percent of the company's sales revenues, while components contributed 30 percent; peripherals sales accounted for 7 percent while software contributed 5 percent and desktops contributed a mere 3 percent. With a strong reseller network of 300 across 25 districts of Tamil Nadu, the company ran some innovative reseller schemes. It also ran regular partner meets in different districts of the state.

Bloom spent a significant percent of its topline in marketing and advertising. CSR was also not left behind. As the president of pan-Tamil Nadu channel association Confed ITA, MD Karthikeyan conceptualized a project called SOUL (Stand on Ur Legs) for the welfare of the channel community. Under the program, Confed ITA members contributeD 0.1 percent of their monthly billing to the SOUL fund to provide free life insurance to all the members, their employees and also for the education of their children. Bloom was the first to contribute its share to this kitty. In the current fiscal, Bloom intends to further add new products in the digital lifestyle space to its portfolio and increase its channel penetration in the remotest towns of its distribution territory.

Highlights

• Continue to be with Samsung for the past 12 years
• Track two partners and certified partners for Intel
• Dell business grew by more than 100 percent contributing 60 percent to sub-distribution business