His academic credentials were boosted by the initial years he spent in Memory technology in USA. His technical expertise in memory modules and DRAM (dynamic random-access memory) business was to such an extent, that in 1990 he started up his own proprietary concern “SUPERCOM” in India, primarily trading in memory modules. Later on his passion to bring out his own brand for memory modules led him to decide to have his own organisation which consequently gave rise to Simmtronics in the year 1992. Today Simmtronics is among the leading manufacturers of memory modules, motherboards and VGA cards across the globe. In fact, the company is ranked as No.1 memory module company in Asia Pacific and among top 5 memory companies in the world. A role model for young entrepreneurs across the globe, Sabharwal has integrated the country’s entrepreneurial tradition with professional management, based on sound values and uncompromising integrity. In an exclusive interaction with 4Ps B&M’s Richa Chaudhary, Sabharwal talks about the changing face of technology and why it’s an indispensable part of the current sedentary life. Excerpts:
At a time when technology is changing at a fast pace, what are the strategies you follow to ensure that you are not left behind?
Technology is an indispensable part of the current sedentary life. In order to maintain pace with swiftness of ever-changing influx of technology I try to determine my needs, and then jot-down the resources available. I try to get familiar with all the products and then I try to make a choice. I even have a magnetic-interest in gizmos and gadgets. Thus, this momentum for knowing more acts like a driving force. We also incorporate it in our services at Simmtronics. For instance, Simmtronics has just launched a Bluetooth Speaker with a sound to flame the acoustics and a much-awaited XPAD Mini that is all set to receive a rapturous response.
How is XPAD Mini different from the previous two launches – XPAD-XQ1 and XPAD X-722?
The intricately designed XPAD Mini, with a 3G support, is a smarter adaptation of other designed technical models containing business suite. This customised tab provides a dynamic experience to all kinds of users, from the corporate executive to the serious gamer, from the social media enthusiasts to those seeking optimum communications. I am sure, this new device from Simmtronics will enrich user’s experience with its great technology and features.
Where do you think the next phase of growth in the Indian tech market come from?
The next phase of growth in the Indian market will come from devices like tablets and smartphones. Not to say, gaming devices will act like an icing on the cake as the youth hardly gets time for their own recreation in today’s hustle and bustle. In fact, this whole idea inspired us to manufacture India’s first gaming tablet XPAD XQ1. The first of its kind, ultimate gaming device is the only device in the country that allows one to play four videos at the same time. Further, the gaming usability is increasing day by day. So keeping in mind the growing demand, we have powered the device with the latest Quad Core processor for superior gaming performance for our most discerned gamer fraternity.
Which all market verticals does your products cater to and what’s their USP that makes them stand apart in the clutter?
We cater to entertainment, official, educational and many other verticals through the various contents in our tablets. The USP is manufacturing in India and due to this we have a very cost-effective model and thus are able to offer value for money to customers. Our vision is to become a pioneer in the manufacturing of building blocks of personal computers and notebooks. We
Collaborations and tie-ups play an important role in business expansion. Where does Simmtronics stand when it comes to tie-ups with other industry players?
We already have major tie-ups with many software developers such as EduCren, Stick Cricket, Ozone, etc. We also provide free WiFi services to our customers at various outlets like McDonalds, Cafe Coffee Day, Subway, Cocoberry, etc. Recently we have also joined hands with Digilife Distribution and Marketing Services Ltd. (DDMS), a 100% subsidiary of HCL Infosystems Ltd. and one of the leading distribution house in India. DDMS is distributing Simmtronics Tablets products in South and East India. Not only this enhances our reach beyond tier-1 cities, but also helps us to focus on the targeted mid-market customers with open, affordable and easy to deploy solutions. Digilife is also responsible for distribution of Simmtronics Tablets to all LFRs, regional organised trade accounts, teleshopping channels and chain Stores across India. Through this tie-up we are looking forward to an additional turnover of Rs.3 billion and about 6 lakh tablets in FY2013. Further, we have appointed Jumbo Electronics as our channel distributor for tablet PCs in the GCC. The GCC has been one of our important markets and our agreement with Jumbo will help us in expanding our business in as many new markets as possible.
What is your go-to-market strategy for India?
We follow both ATL and BTL approach with continuous new models launches. We also participate in GITEX in Dubai to cater to the world market. Our products are very cost-effective rather than being available at exorbitant rates. We also look forward to seeing the devices in the shopping malls or local bazaars in the near future. Further, our’s is also the only company to begin manufacturing and selling mobile devices in India.
What are your investment plans when it comes to India?
We plan to invest another Rs.2 billion in manufacturing as we already have five units, out of which three are in India. We have recently clinched an important deal worth $10 million from the Middle-East countries to manufacture high-end tablets. We have also introduced newer products in India. Our company is not only situated in India but we also manufacture products for everyone. Yet, when it comes to investment, it is huge in India. We plan to set up some more manufacturing units as we expect a 46% y-o-y increase in global revenues this year. In the Middle East we see more than 127% growth to $75 million compared to $33 million last year.
Simmtronics has recently roped in Havas Media (following a multi-agency pitch) to handle its media duties. What was the reason behind this choice?
We have very aggressive plans for the year and wanted a like-minded partner on board. It was a tough fight between equally competent agencies. Havas Media’s response, the understanding of our brief, the customised media solution recommended and their huge passion for our business was something we were looking for. We are pleased to have them as our partner and are sure they will contribute significantly to our business growth.
Where do you see Simmtronics in India five years down the line?
We will be India’s biggest exporter of Tablets and IT products, and as a brand XPAD will be the top brand competing with Apple and Samsung. Simmtronics has over 6,000 different memory modules for desktops, laptops, notebooks and servers, which are 100% compatible with Acer, Compaq, HP, IBM, Intel, et al.
Last but not least, what are your overseas expansion plans?
We are introducing smartphones in India soon and planning to expand our base in Bangladesh and Sri Lanka. We will have a full-fledged team of distributors in both the countries along with full after-sales support.
