Lexmark strengthens its presence in north India

Lexmark India is strengthening its presence and expanding its channel base across north India. The vendor recently opened its Delhi office and has
appointed four channel partners here.

“Until recently, our focus was primarily in the western region, Mumbai being
the center of our operations, but now we are expanding base to the northern region which is relatively untapped by Lexmark,” explains PG Kamath, GM,
Lexmark. 

In order to mark its arrival in the northern region, Lexmark has launched three new models of Laserjet color printers and six
new AIO models. 

As for its channel strategy, the company has adopted the alignment model wherein each partner is aligned to the next level partner, in order to give
maximum benefits to the partners. “We have aligned each of our diamond partners to each of our premium partners so that they can avail the various
rebates the company gives them buying from the same partner. Our partners have the flexibility to change the next level partner they are dealing
with,” explains Kamath.

Lexmark presently has a channel base of about 100 diamond (tier2) partners and 350 odd premium (tier3) partners. The
company plans to scale this base up significantly by the year-end. “Besides appointing more partners, we are
looking at penetrating deep in the north and east regions of the country,” elaborates
Kamath.

As part of its future roadmap, the company is looking at opening more offices across India and making its presence felt in the major cities of the
country by looking at grabbing a sizeable marketshare. 

Kusum Makhija

New Delhi