Cartridge Café outlines its strategy for market penetration

Amrita Tejasvi

New Delhi: December 19th, 2007

With the objective to expand its reach and increase its penetration in the
Indian market, Cartridge Café is eyeing the B and C class cities and is
planning to come up with retail stores in places like Jammu, Gurgaon, Jaipur,
Allahabad, Jamshedpur, Guwahati in the coming year. The company has already
finalized its franchisees in New Delhi, Tamil Nadu and Allahabad. Overall, the
company proposes to open around 50 outlets in the country by next year. Besides
expanding its reach, Cartridge Cafe has chalked out strategies to scale its
market presence. At a time when environment friendly technology is gaining
momentum among the IT vendors, Cartridge Café is approaching the market with
its green strategies. “At Cartridge Café, refilling is done without tampering
the cartridges. It not only increases the life of cartridges but also reduces
the cost of refilling by one third. It is very necessary that OEMs take the
initiative to save our environment,” said Rahul Sharma, CEO, Biz India
Ventures.

Having ventured into the market with tamper proof technology for refilling
the cartridges, the company is facing challenges. One of which is availability
of technically qualified people who could excel in understanding the new
technology.

Highlighting the same, Raghavendran, VP, Biz India Ventures said, “Since
the technology of refilling cartridge is new to the market, it has taken
considerable time to train people and bring perfection in the task. Moreover,
people are not aware of this method, so it takes time for us to convince and
train them.”

Another challenge for Catridge Café is creating awareness about the new
method for refilling and is able to draw large number of customers. The company
is planning to conduct workshops and seminars in the coming months to create
awareness about the benefits of new technology.

“Cartridge refilling is a huge market but unfortunately there is not much
awareness among people about the correct way of doing it to increase the life
span of cartridges. They go to unauthorized refillers who do the refilling in a
hazardous manner. We want to create awareness about the new method and seek
peoples' support to making earth a better place to live,” said Valerian
Fenandes, Director, Biz India Ventures.