Turn East to find Dell

Kolkata

July 25, 2008

With Dell going strong on its Indian expansion plans, it is speedily tapping
the West Bengal and Sikkim markets. I-Serve Solutions and Services is the latest
entrant to its channel network and has been appointed as Dell's sole distributor
for Inspiron and XPS series of laptops and desktops for both the regions.

I-Serve is a new enterprise headed by Manoj Rathi and his wife-Shradha
Rathi, who is the director of the company and are also the proprietors of
Diamond Infotech, a solutions providing company. It has over100 channel partners
across Bengal and Sikkim.

“This is the first time we have ventured into the distributorship business
and we will aspire to make Dell products very popular in the market,”
commented Mrs Rathi.

Claiming to have already sold over 1,000 laptops since June, Dell is now
offering stiff competition to the market leaders-HP and Lenovo, in East. “The
rural market is flooded with opportunities. It is much easier to penetrate this
regions than urban markets which are gradually becoming saturated. We hope to
sell another 1,500 laptops on a monthly basis,” commented Rathi.

Available in eight vibrant colors, the Dell laptop comes in 14 different
configurations. Offering on-site warranty, Dell is now focusing on building a
channel partner model appointing one distributor in each state. “West Bengal
is more channel-oriented than retail-based. It provides an excellent opportunity
for channel-oriented enterprises like Dell to penetrate the market and outbid
other market leaders,” Rathi added.

Briefing about the new venture, Shradha Rathi emphasized, “Diamond Infotech
has its own set of policies and focuses on a particular segment. We needed to
float a new company, which would solely focus on distributorship model. Thus we
created I-Serve, which is a crucial venture for us.”

Having key channel partners like Balaji Solutions and Alco Infotech in
Kolkata, I-Serve is now focusing on channel expansion plans, particularly in
North Bengal and Sikkim.