A new entrant to
the premium DQ Channels Silver Club, Mumbai based Creative
Peripherals & Distribution registered a sparkling 51% increase in
its conslidated revenue in the last fiscal. In FY11, Creative
followed a conscious decision of keeping distribution revenues to
around 40%, corporate account to 22%, OEM business to 12% and
distribution in large format retail (LFR) business to 20%.
It also added
LFR customers like Croma and Landmark in its kitty. The move paid off
as the company witnessed muted growth in OEM business and looked at
offsetting this mainly with increased business from LFRs. Last
fiscal, Creative expanded its presence in Surat, Nagpur, Kolhapur and
Indore. Overall, it witnessed around 20% growth from these additions.
eScan and AOC also got added in its distribution protfolio. Today,
the distributor has a diverse product range consisting of monitors,
hardware, memories and printers and is associated with brands like
Besides, the other brands that it deals with are Airtel, Belkin, CA,
Cubit, Lava, Microsoft, Motorola, MTS, Reliance Netconnect,
Sennheiser, Tata Photon, and Transcend.

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