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After a long hiatus, Priya Limited is making a return to mainstream IT distribution. Once ranked among the top five distributors in the country, Priya moved to distributing niche products in 2005.
“Four years ago, we exited the rat race as margins were falling and competition was getting ugly. We decided to focus on VXL thin clients and MSI motherboards as they provided healthy margins,” said Aditya Bhuwania, Executive Director, Priya. In 2005, the company invested $2 million in VXL Instruments and also become its distributor.
But over the last several months, Priya has ramped up its distribution portfolio and has expanded its channel network. The company recently added products like SMC networking products, ViewSonic monitors and netbooks, and Gigabyte chassis and thermal solutions.
According to Bhuwania, Priya’s past legacy and goodwill is helping it forge right alliances. “Our channels are happy to see us back, and so are vendors we earlier worked with. Recently, we renewed our relationships with both ViewSonic and SMC.”
With 14 branches across the country, Priya is also planning to focus on key areas such as gaming and high-performance PC. “We believe that gaming PC market in the country is set to boom. As a first step, we have already signed up with Gigabyte for their professional performance PC chassis and thermal solutions. Currently, we are also in talks with a number of vendors to offer other high-end components for gaming PCs,” said Bhuwania.
Priya clocked a turnover of Rs 180 crore in FY2008-09 and is looking at a modest 15 percent topline growth in the current fiscal. “We are not chasing numbers. We do not want to broad base our product portfolio, but rather focus on niche segments that will clearly differentiate us from other distributors,” concluded Bhuwania. |