Nexans embark on four-city road show

Ravish Khapra

Nexans along with Rashi Peripherals embarked on a four-city roadshow to
launch its passive networking products in India. Currently the company is
focusing on the metros, including New Delhi, Mumbai, Chennai and Bangalore.

Nexans has an uphill task establishing itself because it is a late entrant
into the Indian market. It also faces competition from established brands like
DLink India and the company acknowledged this fact.

“We agree that we have stiff competition from DLink India. But we have our
plans in place and products in stock. This is why we timed our launch for this
period, after we got the physical inventory in India. Customers who are
interested in working with us will be able to access our products,” said Mark
Rogers, GM of Nexans.

The company is also banking heavily on its distributor, Rashi Peripherals, to
popularize its products and stock it in its 53 branches. Said DS Nagendra, GM
— LAN, Nexans, said, “We want to send out a message through the road show
that we are here for a long haul. The second message we want to send to the
market is that we have the right kind of distributor in Rashi Peripherals, who
has a wide reach in the market and who can deliver products besides also being
strong in logistics.”

Nexans is in the process of interviewing and hiring new people along with
Rashi Peripherals. Nexans is looking forward to partnering with system
integrators who can help it deliver complete projects to major end-users,
resellers and installers who can help it to develop further on its quality
product, which they can use in their day-to-day projects.

According to Rogers, one of the issues in the Indian market today is that are
not as many large projects as compared to the small to medium projects. “Therefore
the way you reach out to the market is very important and keeping this in mind
we have hired Rashi as our national distributor for India,” he added. This is
where Nexans hopes to leverage on the channel to bag the smaller projects and
then slowly build its customer base.