By Varun Aggarwal
Allied Electronics and Magnetics, better known for its brand, Amkette, is venturing into newer products and product categories to increase its revenues by 50 percent in the next 6-8 months. The company is also looking at wooing new partners to achieve this growth.
Allied has a legacy in selling storage media such as floppy disks, CDs and DVDs, besides keyboards-mice. However, with the growth of the pen-drive market in India, the company is seeing a decline in the sales of CDs and DVDs, while the floppy disk market is on the verge of
extinction. For the past six months the company has therefore been trying to focus on PC accessories like laptop sleeves, USB hubs and wireless keyboards and mice. Another area where the company is seeking growth is the multimedia and lifestyle space.
Rajiv Bapna, Director, Allied Electronics, said, “Our key focus is the consumer and SOHO market, and we will continue to concentrate on innovative products which have some unique features and do not put too much pressure on the consumer’s pocket.”
Allied launched its media player Flash TV in December last year. It was well-received in the market owing to its rich feature-set at a price of Rs 2,400 while similar products from the competition are priced four times higher. Allied now wants to enter the external storage and NAS market, and is expecting to launch a product in these categories within the next six months. Also in the offing are a large number of multimedia products.
Currently, Allied works with over 500 partners. These partners are sub-distributors in their region, and act like local distributors for Allied. For its new range of products Allied has signed up 45 local distribution partners and expects to grow this number to 100 by the end of this year. |