The Best to launch a slew of products

Mumbai-based The Best IT World has a very busy quarter ahead as it gears up

to make several new additions to its product portfolio. It will start by making

a foray into combo drives and DVD writers shortly. The next on its list is On

The Go (OTG), a USB product that helps in transferring data from one device to

another, costing approximately Rs 1,500.

It will add newer models of MP3 players within the Rs 2,500 price range,

which will have a 4GB memory and 1" hard drive. The Best is also making

four more additions to its laptop product range. These machines will be based on

Intel Celeron Mobile, Pentium Mobile and Centrino platforms.

The company has also re-introduced UPS in some states. The Best had rolled

out UPS two years ago, but had withdrawn in six months later. Sandeep

Parasrampuria, Director, The Best IT World, said that this time around the

products have been well-tested to suit the Indian conditions and is very

enthusiastic about the response from the market. The company has already brought

out two 600VA models with 140 to 300V input and is also generator-compatible.

The Best plans to differentiate itself from other MNC brands in an already

over-crowded market on the strength of its service capabilities. "Our key

buyers are systems integrators and they base their purchase decisions largely on

the kind of service support that they get from their principals. We believe that

our service setup is geared to deal with most post-sales issues and we will

leverage on this when we position ourselves in the market," said Sandeep.

He added that most of these products would come with an over-the-counter

replacement policy that will be honored in all of the 18 branches that the

company has nationally. The Best opened an office in Guwahati in March 2005 and

will soon start operations in Nagpur as well.

In a bid to evangelize itself as a brand, The Best is test-running an

initiative called ´Integrate Club´ in Kerala. So far, this body has 325

enrolled partners. Talking about this club, Sandeep said, "Besides

certifying the enrolled partners on our products, we also offer them benefits on

point of purchase material and incentive programs. We also offer funding for

marketing efforts on a case basis."

VINITA BHATIA