Texonic forays into power supplies

NR Sethuraman

Chennai

April 4 2008

Texonic instruments forayed into the power supplies vertical by adding
Huntkey power supplies to its existing ICE brand. Texonic is one of the
distributors of ICE brand, which includes, UPS, cabinets and racks.

Said Nitesh Bhandari, CEO, Texonic Instruments, “ICE has taken the
distribution of Huntkey range of higher-end power supplies, and has in turn
appointed us as the distributor for Indian market. Huntkey consists of four
ranges of power supplies-V-Power, Green Star, DH power and Titan.”

“Today, customers want high-end graphic cards, motherboards, huge
processing speed and greater cooling. There are only few players in this
segment, and market is just picking up. So we thought this is the good time to
enter into the higher-end power supplies segment,” Bhandari said.

ICE also has few regional distributors like Eastern Comnet in Kolkata,
Sejutronics in Mumbai and Data systems in Secunderabad, and has plans to expand
its network by appointing 25 to 30 sub-distributors across the country.

On the performance of ICE as a brand, Bhandari said, “For the UPS and rack
segment, we are seeing a pretty encouraging response. Another reason for adding
the power supply into ICE brand is to increase its brand image.”

Texonic is looking to sell around 25,000 units within one year. “To be very
modest, we are just looking for about 10 percent of the marketshare within one
year. We have priced this product competitively and offering a five-year
warranty,” Bhandari informed.