Hipsonic to expand pan-India

New Delhi: A few months short of two years in the IT business and Nehru Place-based Hipsonic, dealing in peripherals and hardware, has managed to consolidate its presence in the import market in North. Not only is it expanding its business geographically, it has also added a gamut of products to its basket of offerings. "The challenge was to penetrate the market with an eye on quality and price. Not to mention, the fluctuating dollar was a pain point," said Amit Malhotra, Director, Hipsonic, who started the company in Jan 2008 along with Kapil Arora and Narendra Vachani, who heads the Hong Kong operations.

But the Directors had a clear strategy in mind. "Our strategy when we started was to start with one branch in Delhi then move to other cities in North. Going forward we will strengthen our presence in the cities and then move to the upcountry locations. Our target is that in the next one year customers should know our brand," stated Malhotra. To ensure this, Hipsonic will be focusing on two states every month and carrying out customer awareness activities in these areas, whether through radio or local advertisements.

With offices in Hong Kong and Shenzhen (China), Hipsonic imports products under the brand name Necola. The focus area for the company is clearly TFTs and motherboards, which is where they are seeing high traction. "We are witnessing high sales of TFTs and motherboards. Also, we recently started importing pen drives and RAM. The pen drives are imported from Taiwan and not only do we brand them we also sell them to other dealers, as per their requirements, and they further brand them and sell," shared Malhotra.

In the TFT space Malhotra informed that Hipsonic has recently added an 18.5-inch monitor. Very soon the company will also introduce a 22-inch LCD TV with built-in TV tuner. By Diwali this year the importer will launch its range of UMPC or mini laptops under Necola brand.

Currently Hipsonic sells 2,000 plus TFTs a month, 3,000 motherboards and 10,000 pen drives (including OEM business).

With 10 branches covering the North and one in Secunderabad, Hipsonic is now targeting to add six more, one in Mumbai, Chennai, Cochin, Kerela, Karnataka and Kolkata, by the end of this year.

One of the initiatives Hipsonic has taken is providing services at customers' homes in Delhi and NCR. "We will provide this service in other regions as well if the response is good," expressed Malhotra.

The company is targeting to be a Rs 100 crore company in the next two years time. "Once we have established our brand and have 15 to 20 branches across the country we will look at distribution of other brands," said Malhotra, speaking about the future plans of the company.