Lauren gets into hardware manufacture

Mumbai-based solution provider, Lauren Information Technologies, has gotten
into the hardware business with the launch of its own PCs. The machines, priced
between Rs 22,000 to Rs 29,000, were introduced in October and Lauren is
currently selling around 150 units every month. It will introduce servers in the
JFM quarter of 2005, which will be followed by notebooks by December,
2005. 

The company will provide all its machines only on the Intel platform.
"This move will help us position ourselves in the space between local
assemblers and local brands," said Ratnakar Kanchan, Director, Lauren
Information Technologies.

Lauren has set up a separate team to sell these machines at its six branches
in the country. It also has service centers at nine locations, nationally. It
aims to sell 2,500 units in the first year, especially after the WTO rule for
duty exemption comes in during 2005 and PC prices spiral down.

The company will sell all its machines directly, rather than rely on a
channel. "We are already catering to several corporates and can leverage on
them for our hardware sales," said Ratnakar. He is especially eyeing the
replacement market among corporates and has even tied up with Bajaj Auto Finance
for providing easy payment schemes for customers.

The solution providing organization has tied up with a contract manufacturer
at Silvasa, who will manufacture the products, based on the specifications given
by Lauren. "We have put in several quality checks in place, to maintain a
consistency in our machines. We have also incorporated a 24-hour burn-in
test," added Ratnakar. Lauren has also finished the documentation for an
ISO 9001:2000 certification and the machines will carry this accreditation too.

Lauren offers four models of its PCs-L240CS1, L240SS1, L280PS1 and L300HS1.
It is targeting corporates, SOHO and home users for these products.

VINITA BHATIA