V K Bhandari, Managing Director, Supertron Electronics shares insights into the company’s reach in the domestic market and how it is thriving to establish as a leader with focused and value added IT and telecom distribution in India
Founded in 1993, Supertron Electronics is currently a leading information technology and telecom distribution house in India with national footprint over 53 locations. Having clocked a turnover of around Rs. 2800 core during FY’16-17, the distribution house has witnessed phenomenal growth of approximately 60% percent over the last five years. With more than 1400 employees, the company caters to over 15000 channel partners spread across the country.
Supertron has tied up with a wide variety of IT products and brand-enhancing international vendors like Seagate, Dell , Acer, Lenovo, Samsung, LG, TP Link, ZOTAC, Corsair, Saphire, AverMedia, AMD, Transcend, Ricoh, and Xerox among others.
The company has four business verticals, including IT distribution, LFR, enterprise and mobile/telecom. In the mobility domain, it has Gionee, Panasonic, LG and Honor in its portfolio. The company has a pan India presence with 34 full-fledged branch offices and 19 satellite offices across 29 states backed by a strong network of 27 service centers.
Success Mantra
The company’s growth and success has been primarily due to strategic tie ups with more than 20 MNC brands, while offering world class products to the channel. One of the key differentiator has been penetration and reach. “We are not only logistic partner for the vendors but also add value in distribution by creating market for brands and work as an extended arm for vendors. While working closely with vendors, we look at their requirements and accordingly play role either as a national distributor or a regional distributor. Service and support has been another major focus area,” says Bhandari.
Since inception Supertron has been patronized for its highest standards of business ethics and delivering to keep its promises each and every time with an aim to provide cost-effective products and solutions to the customers in all areas of information technology.
Upcountry focus
Supertron is eying for opportunities in smaller towns and wants to be closer to the customer and hence set up upcountry branches like Jabalpur and Puducheri opened recently. It has also opened satellite branches in Trivandrum and Rajkot among others.
“A unique and innovative marketing initiative has been our upcountry focus. We have mapped districts for each state and made our presence in each potential district rather than focusing on metro cities where demand is saturating. We have opened satellite branches to interact with upcountry partners on a regular basis. Our upcountry focus fits in very well with our overarching mission of bringing the best IT products of the world to an underpenetrated India and raising standards and enhancing national efficiency,” adds Bhandari.
Business innovations
To drive distribution business to supply chain management, Supertron has taken steps to increase its footprints to smaller towns and increase the channel breadth rather than relying more on major cities. The company has extended its presence beyond metro cities of B, C and D class cities with a significant and growing presence in the upcountry and remote towns as well.
“We have created a niche for ourselves in the market with our offerings. We are very strong in terms of network and have the ability to change a role from a national distributor to a regional distributor or vice-versa as per the product category. Moreover, full-fledged product portfolio and better service support has given us edge over others,” asserts Bhandari.
Way forward
Supertron’s key priorities in the next fiscal are to enhance supply chain efficiencies, expand the reach across the country, and scale a brand’s growth in the shortest possible time and at the lowest cost.
