<font color="#000000">15. INGRAM MICRO INDIA Channel Power</font>

DQI Bureau
New Update


Micro India (IMI)–formerly Electronic Resources India Limited (ERIL)–recorded

a turnover of Rs 486 crore for fiscal 1999-2000, which marked a growth of over

288% over the previous year. And it ascended to the number 15 spot in the DQ Top

20 club from number 30 in the previous year.


A subsidiary of Ingram Micro, IMI is a

large national distributor in the country and deals with popular brands such as

HP, Compaq, Apple, Samsung, Microsoft, Mitsumi, Quantum, Seagate, Intel, Cisco,

Nortel, 3Com

and Lucent, in addition to its own Magix brand. In the last fiscal, peripherals

sales, to the tune of Rs 343 crore, brought in the biggest chunk of the total

revenue, followed by systems at Rs 104 crore. The southern region saw the

highest contribution of revenues at Rs 186 crore, closely followed by north at

Rs 140 crore. October-December and January-March were peak quarters for the

company, each registering over Rs 145 crore.


Spectra Innovations, the company became ERIL in 1998-99, and finally Ingram

Micro in 1999-2000, when Ingram Micro became a majority share-holder in ERL



  • To continue focus on peripherals and systems
  • Increase focus on networking
  • Use sophisticated IT infrastructure for online

    status of movement in distribution chain
  • Cut costs.


  • Name change from ERIL to IMI
  • Grew by 288% over previous year
  • Peripherals and southern region contributed

    maximum to revenues
  • Implemented IMPulse within organization.

IMI, which has a presence in 18

locations nationwide including seven regional offices, designed a structure to

take care of the market in multiple layers. The first layer encompasses the

product lines that operate through its seven business units. These include

computer components, peripherals and printers, computers and storage systems,

networking solutions, supplies and consumables, application software and support


  • Start up: 1989
  • President & CEO: Prasad Mamidanna
  • Add: L Sadath Meridien, No. 2 Ulsoor Road,

    Bangalore 560042
  • Tel: 555 0605
  • Fax: 558 6972
  • Web site:

  • Branches: 19
  • Dealer outlets:1,700
  • Products & Services: distribution
  • Employees: 222

Three independent groups, namely the

reseller sales for the commercial segment, electronic sales for the retail

segment, and corporate and systems sales for the systems integrators and

original equipment manufacturers, give a focus to the channel and market

segments. On the support and services front, the company extends its SPARCS

program–solutions, presales, application sales, reconfigurations, customer

care and support services.


One of the major reasons for the

company’s exponential growth was its reliance on IT deployment. IMI

implemented IM-Pulse, its in-house ERP solution for online real-time information

access and inventory control. With this, IMI also relocated its headquarters and

central distribution system to Chennai from its earlier base in Bangalore. As a

result of its sound IT infrastructure and its ability to handle multiple

products, the company added products of various brands such as Dax modems, PC

partner motherboards, Iomega back-up products and Ingram Micro-owned Magix.

In 1999, a mega roadshow-cum-exhibition

was organized in the cities of Chennai, Mumbai and Delhi, in which over 13

vendor partners participated. As part of its geographic expansion, new branch

offices were opened at Bhubaneshwar, Lucknow, Indore, Coimbatore and Kochi.

IMI plans to add more products to its portfolio and

continue with large infrastructural investments. It also plans to strengthen the

IT deployment and use it effectively for efficiently running the business at a

lower cost. The company will be looking at adding value to the customers through

innovative schemes. During the last year, for example, IMI offered flexible

buying options and support to its customers, such as the build-to-order

configuration on PCs and other products. The company also extended and promoted

its Revenue Execution Achievement Payments (REAP) program for its partners. The

use of internet for online ordering, inventory control and delivery status is

also being worked out. DQ