Renovision takes to FMCG model

Regional distributor for consumables, Renovision Comnet is making a shift
from the conventional IT regional distribution model to the FMCG distribution
model. The initiative now underway from the last two months will take another
six months to stabilize.

Outlining the strategy VK Trivedi, Director, Renovision Comnet Pvt Ltd said,
"Consumables are a hardcore retail product where product availability is
critical so it is ideal that the product moves the way a fast moving consumer
good should."

Renovision's mainstay product, Epson range of printer consumables, makes up
for 50 percent of the company's business, followed by Verbatim range of storage
media and Printronix for which the company has taken the distributorship for
North India recently. This apart the company also has its brand of photo paper
Renocolor, which was launched last year and has made good inroads in Delhi and
NCR markets.

Trivedi informed that the company has divided its market geographically and
has appointed four area stockists in the Delhi region to further distribute the
products to retailers and small resellers along with music shops, photo studios,
etc. Each of these stockist is aligned with a company personnel.

Now, Trivedi is implementing this distribution model in the upcountry markets
as well. The company is appointing an area stockists each for regions divided as
eastern UP, western UP, Chandigarh, Punjab and Rajasthan. "Stockists at
Lucknow, Chandigarh, Amritsar and Jaipur have been appointed and we will soon be
closing the arrangement for Western UP as well," informed Trivedi.

While the exercise for increasing market penetration and ensuring product
availability is on the company is also strengthening its market presence with a
host of reseller and end user promotions. According to Trivedi, the focus is on
promoting the brand with small schemes targeted at small buyers and on keeping
the market operating price stable. The company clocked Rs 12 crore in revenue
last fiscal and this is the year of consolidation for Renovision. "We can
expect return on the business model only from the next year," said Trivedi.

Nandita Singh

New Delhi