Sogo Computers : On a Roller Coaster

Bengaluru-based Sogo Computers' fortunes took a dip again with a negative
growth of 27 percent. Part of this slide could be because it spent a lot on
overheads for its wide network of retail outlets, of which it shut a few.

Sogo is still a southern player and all its revenues came from South alone.
The highlight of the year for the company was becoming a master franchisee
distributor for Dell Computers in Bengaluru. Dell also became the top performing
vendor for Sogo in a very short span of time, contributing 30 percent to its
overall revenue.

Also, the distributor made a conscious decision to sell only those product
lines that would ensure better margins. It opened new branch offices and four
retail outlets in Karnataka. It also decided to move from multi-branded outlets
to single vendor-branded ones. Sogo claims to have almost 1,000 channel partners
across South India.

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SILVER CLUB RANK (2007-08): 16
PROFILE
CEO: G Jayamuni Rao Start-up year: 1991 Employees: 220 Collaborations: Canon, Wipro ePeripherals, Simmtronics, Toshiba, HCL, Dell, etc Address: D-11, Hayes Court, Hayes Road, Off Richmond Road, Bengaluru - 560025 Tel: 41430300/399 Website: www.sogoindia.com
HIGHLIGHTS Tied up with Dell as master franchisee in Karnataka Opened new branch offices and four retail outlets in Karnataka