Texonic expands portfolio

NR Sethuraman

Chennai

October 15th, 2007

After introducing a new range of products to its portfolio, under the brand
name 'ICE', Chennai-based Texonic Instruments is now focusing on
establishing these products in four cities across the country-Chennai, Kolkata,
Mumbai and Bangalore. Products like cabinets, UPS, racks and digital photo
frames have been added to the ICE brand.

“We were focusing mainly on our networking products business. In order to
utilize that manpower more effectively and to expand our business
establishments, we forayed into this venture and the response so far has been
good,” said Nitesh Bhandari, CEO of Texonic Instruments.

Commenting on the Chennai market, Bhandari said, “There are a lot of
opportunities for everyone to launch new products under new brands. These
products also have good demand coming from the home segments, which is our area
of interest.” Bhandari also noted that currently the market was seeing slow
growth due to the lack of huge IT investments, but it would not hinder the new
venture of Texonic.

Speaking about their focus on cities like Chennai, Bangalore, Mumbai and
Kolkata in a bid to make the brand gain momentum, Bhandari said, “We are
focusing on these four cities because of the vast market, and we chose Kolkata
for its upcoming market. First we want our brands to get popular in these four
regions and then we will take it across all the other cities.” Texonic is
importing the new products from China and will manufacture them only if it gets
orders in huge volumes. Products coming under the brand ICE will come with a
two-year on site replacement warranty.

Referring to the UPS market, Bhandari said, “The single phase UPS market is
quite large and can withstand any competition as there is a growing need for it
in the home segment.” In the future Texonic would be focusing mainly on the
home segment and SMEs as more IT investments are expected to happen in these
segments in the near future.

Texonic is also planning to increase its headcount to meet future
requirements.