Lexmark expands channel for all-India reach

SHIPRA ARORA / New Delhi

P G Kamath

AFTER consolidating its business last year, Lexmark India expects almost 200 percent growth during the current year—significantly higher than its growth in 2003. Its roadmap for 2004 entails expanding its footprint to the north and east in order to gain an all-India presence. The company is also expanding its channel force and setting up a regional office in Delhi this month to gear up for the expansion. In addition, it is getting aggressive in the All-In-One (AIO) segment with a series of new products in the offing.

According to P G Kamath, general manager, Lexmark International (India), the focus for 2004 will be on driving growth as compared to last year when the focus was on establishing a base in India. The company will seek to expand its channel and retail network in the country. As part of its channel strategy, it will add to its portfolio of corporate resellers as well as diamond and premium channel partners.

On the inkjet business front, the company will be adding between 100-150 diamond and premium partners in the north and east while continuing its model of having three national distributors. For its laser printer business it will be expanding its base of corporate resellers. The company already has around 250 diamond and premium partners, and about 10-15 corporate resellers in its fold. The opening of a Delhi office will make the company more accessible to its channel partners in the region.

During the year the major thrust area for Lexmark will be retail, which, till now, has been restricted to Mumbai and Pune. It is now looking at extending its retail presence to the rest of the country. As part of its roadmap the company intends to set up around 30-40 retail points in Delhi, 10-15 in Bangalore and 10-15 in Chennai. The points will all be multi-brand outlets. Apart from this, Kamath said, Lexmark will further strengthen its existing retail presence in Mumbai and Pune. The company is presently in the process of evolving its retail strategy and is even considering the possibility of selling its products through other retail channels. “We are exploring all avenues but nothing has been finalised as yet,” said Kamath.

Lexmark will pay attention to all product lines but have a special focus on AIOs which he termed his ‘pet project.’ Last month the company launched its complete Digital Photo Studio called P3150 for the home segment, and AIO Print Centre called X6170 for the SOHO (small office home office) market. The P3150, priced at Rs 6,499, has been positioned as a personal digital studio and incorporates a built-in camera slot that lets users print photos, create re-prints, scan and copy. The X6170, priced at Rs 12,499, has stand-alone fax and copy capabilities.