Lexmark appoints ICR and Perfect Deals as regional distributors

Lexmark International has recently appointed ICR and Perfect Deals to distribute its entire range of consumables in Northern India. This moveÂ
comes as a part of its overall strategy to strengthen presence in the market. 

Both ICR and Perfect Deals are already registered supplies resellers forÂ
companies like HP, Epson and Canon and bring to the table an extensive  reseller network. Said Naresh Kohli, Director, ICR, "The channel developmentÂ
will be aggressively undertaken by us." 

Lexmark is streamlining it supplies business, which is a critical successÂ
factor for success in the printer business. Lexmark has therefore appointedÂ
15 regional distributors throughout the country to help it bridge the  supply - demand gap. Says PG Kamath , GM, Lexmark (India), "The mandate forÂ
the distributors is to carry both numbers and an ideal mix of the SKUs."  

 While first on the agenda for Lexmark and its distributors is to push theÂ
sales of its supplies, next it plans to educate the customers about the basic difference between a cartridge and an ink-tank. "We will drive this
through our distributors," adds Kamath. The company is looking at a completeÂ
partnership with its distributors. 

Naresh is optimistic in his view of the Lexmark move and feels that ICRÂ
would do nearly a crore worth of business from Lexmark consumables alone inÂ
the next three months. "It will strengthen our product portfolio and will  help us connect with customers better," says he. ICR has already dedicated
resources to build this new line of business for itself. 

MOHIT CHHABRA 

NEW DELHI