Strontium Chalks Out Expansion Plan for India

Targets INR 750 crore revenue by the end of 2015

Keeping its focus towards providing next generation digital storage, Singapore based Strontium is looking forward to achieve INR 750 crore revenue from India, by the end of 2015. The company is betting big on the channel community to considerably increase its growth prospects in India.

Strontium-Launch spoke with Vivian Singh, President & CEO, Strontium Technology to understand about the company’s focus and the company’s business strategies of expansion and growth.

What is the big focus for the company today?

It was in the year 2010 that we changed our focus to consumer lifestyle products. Today, 75 per cent of our business comes from flash products and the rest is coming from PC memory space.

India is a big focus for us today and we are looking forward to further strengthening our operations here. As of now we have 30 executives spread across four cities in India and this is going to double by 2015 and we plan to increase our reach to 10 cities.

What is your channel strategy for India? What are some of the unique selling points for Strontium?

Channel community forms the core of our business strategy to reach out to our end customers and to enable this strategy, we have two national distributors in the form of Redington India and KBC Computech and three regional distributors in the form of Kolkata based Shree Computers, Chennai based Concept Channel, Mumbai based Hyundai Infosolutions and Bangalore based OSR Distribution Solutions.

We are also engaging with leading online stores such as or etc to push our sales in the online space. We are bringing in a lot of unique initiatives to the market and one of such initiative, is our free door to door warranty service. This means that if anything goes wrong in our product, our customers get free door to door replacement and no questions are asked.

Strontium has just launched Nitro storage cards, how are you strengthening your channel community to push this?

We are looking to expand our executive base in India, basically we plan to double our strength by having 60 executives by 2015. We are also looking to expand channel partners to grow our business prospects. In addition to this, we are planning for increasing our brand awareness and build consumer confidence by introducing latest technology in the market.

What kind of market segments are you looking at?

We are looking forward to Professional phptographers, HDR photographers, owners of UHDTVs, sports enthusiasts, consumers who play 3D games. We are also targeting the video production houses for our product range.

And in addition to all this, we are also looking forward to a INR 99 storage solution for the Indian market so that the challenge of affordability is addressed as well. this product should be available by the end of this year.

What are some of the big challenges in front of Strontium in the Indian market?

The biggest challenge for us is to create the awareness for our brand Strontium. We are trying our best to be different in the market. We have special packaging, special color scheme and most importantly we carry a completely different set of customer friendly values. All this will go a long way in terms of further entrenching our brand in India. In addition to this, reaching out to the huge number of people in India is also a challenge for us today and we are planning to address this in different phases.

ChannelDrive Bureau
ChannelDrive Bureau covers the latest developments in the space of ICT, technology, solutions and implementations and delivers content focused around solution providers, system integrators, distributors and technology partner community in India. ChannelDrive Bureau is headed by Zia Askari. He can be reached at

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