Su Kam to appoint 400 partners for UPS

New Delhi

May 19, 2008

Su Kam is looking to appoint 400 dealers across the country by the end of
this year for the distribution of its UPS range. The company has till now been
doing direct business with customers and with the objective of getting a better
reach in the market the company had decided to take the channel route. However,
Su Kam has decided to reach out to the large base of dealers without appointing
a national distributor.

“Till now we have been dealing directly with our customers but we have
decided to go through the channel route so that the IT dealers who deal in
peripherals can easily supply Su Kam UPS,” commented Manish Bhatia, Head-Sales
and Marketing, Line Interactive UPS, Su Kam.

The company is in the process of appointing channel partners starting from
top metros including New Delhi, Kolkata, Mumbai, Chennai, Bangalore, Aurangabad
and Ahmedabad. Afterwards, it will move towards sub A-class cities.

On the decision to not appoint a national distributor, Bhatia said the
appointment of a distributor would further squeeze the margins of channel
partners.

“We want our partners to enjoy the maximum benefit. As the layers of
middlemen increase, the profitability of channel decreases. So in order to avoid
that, we have planned to go directly to our dealers,” he added.

For the UPS segment, Su Kam is eyeing the southern market to harness better
business after the appointment of dealers.