'We turn down MNCs who approach us directly for orders'

Sanjiv Krishen of Iris Computers is a rare breed of distys who does not encourage any direct orders from buyers. He makes sure that all order fulfillment is done only through his 900 partners. This has built up partner loyalty, helping the company post a turnover of Rs 206 crore in 2002-03. Sanjiv tells DQCI the importance of having a strong bond with partners and vendors to attain the company’s growth rate and success.  

Which are the different branches in the Iris Group and what is their contribution to overall revenues? 



Apart from Iris Computers, we have Domain 2000 Singapore, which is also an IT company. It started in 1998 and clocked a Rs 20 crore revenue in 2002-03. Iris Unified Learning, which provides training to corporates, was started in 2001, and posted a turnover of Rs 5 crore in the last fiscal. To provide partners with hardware support, we started Iris Care in 2001 and last fiscal it raked in Rs 2
crore. 

Sanjiv Krishen CEO, Iris Computers

Iris Computer´s revenue grew from Rs 190 crore to Rs 206 crore in 2002-03. How did you achieve this growth? 



We have always followed a channel-oriented and a customer-centric business model. For 2002-03 Iris was more aggressive towards offering partner schemes to encourage them to sell more. We decided that the channel can also earn profits from whatever Iris earns from its principals. 

Hence, we had many promotional campaigns, wherein our channel members were rewarded with cars on achieving their sales target. This has motivated our partners to continue doing business with us and push our products. 

This approach to our partners helped us develop a better rapport with vendors as well. As Iris partners did more sales, our principals came up with more exciting offers for us.

How does Iris retain its partner’s loyalty to the company? 



We always ensure that our business is done solely through our channel. There have been times when MNCs approach us directly for orders, but we turn them down. This makes our partners confident that we will never overlook them to earn profits.

Also, partners who attain their sales objective, are well-rewarded. It has increased the bottomlines of both, our principals as well as our partners. 

Can you elaborate on your customer-centric model? 



Iris’ flexibility towards its customers differentiates it from other distributors. Our outlets are always open from 9 am to 9 pm, seven days a week. Thus, clients are confident that they will get what they want immediately.

Also, customers can just sign a handwritten deal and do business with us, while other distributors will not do this.

How does Iris maintain its principal’s confidence in the company?



To achieve our sales target, we concentrate only on one project at a time and go all out to make it a success. Hence, often, we achieve more than our set target. Thus, we have gained confidence from both, vendors as well as the channel. 

Also, due to our our strong channel reach, principals are confident that their products will reach the customers everywhere.

We have 900 partners and 13 branches spread across the country and plan to increase it to 1,200 by next fiscal.

Do your principals take initiatives to boost Iris’ profitability?



Iris shares a very interactive relationship with its vendors. They offer us laudable profits if we satisfy their sales demands.

Currently, IBM is running a scheme wherein, we have been given a target to promote their Think Pads. On reaching the sales goal, we will get a Chevrolet Optra car. This has urged us to do better and our entire team is all out to achieve this target. 

What incentives are you offering your resellers in your current festive offer?



Our ongoing reseller scheme ends on 31st December, 2003 wherein partners will get a Philips projector and a Maruti car on PC sales worth Rs 50 lakh and Rs 1 crore, respectively. On PCs sales of Rs 1.5 crore and Rs 2 crore, they will win a Santro and a Ford Ikon, respectively. 

What plans have you chalked out for the company and your channel in the coming fiscal?



Firstly, we plan to make our channel relation more interactive. Partners will get more trips to exciting places around the world.

The company is targeting a revenue of Rs 250 crore in the coming fiscal, and to achieve this, our focus will be to bag as many big orders we can in this period. 

ATANU KUMAR DAS