"Our priority is to get the mindshare of the channel, ensure profitability and provide state-of-the art service support for

DQC News Bureau
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To make its presence felt in upcountry regions, Genius plans to hold

roadshows in 12 cities this fiscal, and will also focus on achieving 100 percent



Why are there very few channel incentives, other than the 'Sona Chandi

Hungama' offered by Genius in recent times? Are you planning to introduce some

new incentive schemes in the future?

Distributors are running certain schemes for its volume dealers. We believe

in win-win partnership with our volume partners and channel partners and ensure

decent profitability for them. We will be announcing one more attractive scheme

for the channel very soon.

Partners feel that Genius needs to step up its marketing efforts, as its

brand awareness is low. What is your take on this? How are you trying to

overcome this problem?

Brand awareness has always been our main focus. Since last two years, we

have been running a massive advertisement campaign for channel community. We

have planned road shows in 12 B- and C-class cities for dealers this quarter,

where we would be showcasing our new products and enroll new partners. On the

end customer front, major advertisement campaign and PR activities are also

being undertaken with national dailies, magazines etc.

Genius had outlined plans to announce 11 retail partners. What is the

status of this initiative?

The Genius retail partner plans are on the track and we would enroll another

set of partners during our road shows.We have already tied up with Reliance,

E-Zone, Hypercity, Chroma, Metro etc and you can find all major stock keeping

units (SKUs) on shelf in these large format retails (LFRs).

Sandeep Ramani

Country Manager-India, KYE Solutions Corp

Elaborate on your post-sales service network in India.

Currently, the return merchandise authorization (RMA) is being handled by

our distributors. Our distributors are doing a wonderful job on this front, as

we have not received any complaints from the channel or end-users.

We would be announcing warranty centers in India shortly, which would take

care of the post-sales service for the channel and end-users.


What are the challenges that you faced positioning Genius as a brand in

India over the past two years?

Positioning our brand in India was a huge challenge for us. In IT

peripherals market, we faced a lot of competition from the unbranded vendors.

India is a price conscious market but once you get the mind share of the user

and channel on the quality, the task becomes easy. Each region has its own

challenges. So our first priority was to get the mindshare of the channel on the

quality, to differentiate Genius from local imported brands, ensure

profitability for our channel partners, motivating them with good and attractive

schemes and our commitment towards providing state-of-the-art service support

(SWAP warranty). Genius will always ensure better products at aggressive prices

with best service support to its partners and end-users.

What is your marketshare in India? What kind of growth you are targeting

for this fiscal?

It would be difficult to comment on the marketshare at the moment, but we

are considered to be among the top three premium brands. This financial year, we

are focusing to achieve 100 percent growth.

Which are the key verticals for your products?

Our products are divided into 'channel' and 'lifestyle'. We have a big

basket of products ranging from mouse, keyboards, webcams, DSCs, DV cams,

MP3/MP4 players, headphones, headsets, tablets, digital notes, scanners, gaming

products, TV tuners, speakers, multi-function remotes, card readers etc.

Moreover, we provide various models for all our product segments. We have models

to suit all our customer needs and requirements, right from simple to lifestyle



What is the new range of products that you are planning to launch?

We recently introduced several new innovations during Computex 2007. As we

have our dedicated R&D team, more new innovations would be introduced from time

to time. We recently introduced a keyboard named Slim Star Solargizer, which

runs on solar power. Also, we introduced an innovative mouse—Traveler 315 Laser,

which are anti-bacteria. They are designed to prevent two major types of

bacteria-staphylococcus aureus virus and escherichia coli virus. Such product

lines are designed for hospitals, nursing homes, BPO industry, Internet cafés

and other places, which are prone to infections due to multiple users of PCs

We will also be going aggressive on digital still cameras (DSCs) and would

soon be launching 10MP DSCs with 6x optical zoom and anti-shaking function.


What is the status of your business in B- and C-class cities? What

percentage of business comes from these regions?

B- and C-class cities accounts for sizeable amount of business for Genius.

That is the reason we plan to hold roadshows in 12 B- and C-class cities. We

would be showcasing our products and new innovations so that the partners can

get well equipped with the products.

What has been the response to Genius products?

Consumer behavior changes in every region. Currently, we are strong in South

but other regions are catching up fast. End-users are now becoming aware of

Genius due to our tie-ups with all LFRs and advertisements, which are now being

done at a national level.

Amrita Tejasvi