Aditya Infotech starts distributing security products

Puja Sharma

New Delhi

November 2nd, 2007

Delhi-based Aditya Infotech has recently forayed into the distribution of
security products. It has tied up with Taiwan-based Aver Media and will be
furthering its security products including DVRS, DVR cards etc.

Till now the company was present in verticals such as animation, broadcast
and post production, professional audio, digital lifestyle, video and graphics
solutions and PC based entertainment. This is the first time the company is
entering into security and surveillance products.

Talking about this new venture, Yogesh Dutta, Country head-IT, Aditya
Infotech said, "The security market is booming and is going to be the next
big thing in India. Countries like Singapore, Taiwan and Indonesia are very much
vigilant when it comes to security. India has not even tapped into one percent
of that."

But one of the biggest challenges for Aditya Infotech would be selling the
security products into a largely unorganized market where customers tend to buy
a lot of these products from the gray market. Add to this, end-user awareness
about security and surveillance products is not very high, for which the company
will have to engage in a lot of customer education campaigns.

Aditya Infotech recently showcased Aver Media's products at IIFSEC, an annual
exhibition for the security industry held in New Delhi. Elaborating on the same,
Dutta said, "Partners from across the country have shown interest in
collaborating with us and the response has been overwhelmingly good. This will
help us boost our sales figure and register higher returns."

The company has a pan India presence with 25 branch offices, to help partners
get local procurement. It also distributes products to Avtech, Yoko, CPplus,
Pinnacle, ATI and DigiGuard.