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COMPUAGE ELECTRONICS Still Finding Its Feet

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DQI Bureau
New Update

PERFORMANCE HIGHLIGHTS

  • Growth rate fell from 61% to 17%
  • Extended product portfolio
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Fiscal 1999-00 brought marginal growth

for Compuage. The company grossed revenues of Rs 164 crore, a growth of 17%,

whereas in 1998-99 it showed an astounding escalation of 61%. With this, the

company dropped in rankings from 37 in 1998-99 to 49 last fiscal. A major

activity of Compuage was in the channels area where it launched a value PC for

its channels. It set up a manufacturing facility at Daman with a production capacity

of 2,000 PCs per month. It was targeted at partners with smaller operations and

who found it tedious to assemble PCs. However, it did not decide to brand these

white boxes. It would target the home and SOHO segment that the small assemblers

cater to. It launched its services in the western region and plans to look at

the northern and southern regions too. Since its existing channels did not offer

diverse opportunities, it now plans to tie up with other channel partners

and not merely bank on the current channel network to sell these white boxes.

During last fiscal, the company

extended its portfolio to include LanBit networking products and fax

modems, Tanberg storage devices, Yamaha CD-writers, and LG monitors and storage

devices. Its products range also included creative multimedia products,

uninterrupted power supply systems and keyboards. It also provided value-added

services to distributors and special efforts were taken to build relationships

and work closely with them. For instance, products of AMP that it distributed

were primarily targeted at the corporates and efforts like training programs for

certification of AMP products were undertaken.

The company would focus on expanding geographically. It

opened branches in Chandigarh and Pune and now plans to open new branches in

Nagpur, Indore and Lucknow. It also plans to fill the existing product gaps in

its portfolio. With these efforts, Compuage’s goal of being in the league of

top five distributors has been put off till another year. DQ

Fact Sheet



Start-up year: 1987 PRODUCTS AND SERVICES: Peripherals,
accessories AGENCY OPERATIONS: LG, Mercury, Creative, LG, Sony, Microtek, APC,

Lanbit l BRANCHES: 10 DEALER OUTLETS: 1,900 l EMPLOYEES: 163  ADDRESS:

21-A, Film Center, 68 Tardeo Road, Mumbai 400 034 TEL: 491 3986-90FAX: 491 9069

WEBSITE: www.compuageindia.com

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