My Family is my Strength

Delta Peripherals, one of
the leading retail firms in Chennai, was started by Kamal Sethia in
October 1995. Since then, the company has grown into one of the
busiest retail shops of Chennai. Its success reflects in the number
of consumers gushing into the shop every day. Situated at the ground
floor of Nakoda Plaza at Narasingapuram Street in Chennai, Delta
Peripherals boasts of a number of leading
brands, including Asus, Gigabyte, Intel, AMD, Palit, XFX, Sony,
Seagate, Norton, Cooler Master, Zebronics, Logitech, Microsoft, Altec
Lansing, Creative, Kingston, SanDisk etc. The company primarily deals
in products like desktop spares, high-end gaming, graphics
workstations, graphics cards, thin clients, server boards and
processors, printers, cameras and pen drives.

Road to Success

This family-owned business
is run by Vasanth Sethia, Kamal Sethia, Navin Sethia and Naresh Sethia.
Behind their
success lies the hard work of the whole family. Amidst his non-stop
phone calls and emails, Navin Sethia, one among the 4 directors
speaks on behalf of his family. “Though my brother started this
company, our father Vasanth Sethia was the brain-child of this
business, in whom we find a teacher and a role model,” shares
Navin, who holds a bachelor's degree in commerce from DG Vaishnav
College, Chennai, and joined business in 1996. With the encouragement
of their father Vasanth, the sons started their venture and till date
they are running the business successfully as a family.

Navin says that the
biggest success behind their organization is their family. He further
adds that some key advantages of having a family business are high
confidence level, privileged security and extreme honesty. He also
adds that they discuss about the business at home, but never about
family matters in office. Navin's success mantra for his business
is 'Give as much information to customers as they expect.' Delta
Peripherals is also a techsavvy firm, which runs its official website
with online shopping options and conducts e-business through it.
“Anyone across the globe can order products online
using our e-shopping service,” says Navin.

The website itself is
innovatively designed where all products of leading brands are
displayed in separate links. The user can check the specifications,
cost and availability and can purchase immediately. While quizzed
about their strategy on being a market leader, he says, “We always
react fast on par with technology or marketing movement of any
product or brand.” On speaking about the challenges in the
day-to-day business, he affirms that there is nothing to be called a
challenge, as we are doing business well.

Challenges

Like others, these
brothers, in the initial days of their career, had to taste some
bitter fruits. Issues like loss, bad debts and price fluctuation
affected them initially. However, as a team, with better management
policies, the organization has now become one of the most successful
players in the market. “Problems will always be there. It is up to
us not to be afraid of them and we have to combat against it.”

Advice to
Entrepreneurs:

Giving advice to budding
entrepreneurs in the field, Navin quips, “Have patience. Work
towards the goal slow and steady.” He also suggests not to be over
ambitious and enjoy life to the fullest. As of now, the company is
keen on expanding the business in Chennai and is towing the business
to the next level. Navin further says that the family as a whole
loves extensive travel. “We love to travel in our leisure time,”
he says. This enthusiastic youth quotes the vision of his firm as,
“We want to become the #1 channel partner in India.”