Kingston India To Restructure Distribution in india

Memory products vendor Kingston revamped its distribution structure for its flash products. The company has reduced its distribution partners from seven to five and will implement the changes from April 2011.

Kingston with a market share of 43 percent in flash drives is looking at expanding its market share and reach in India. The company is now appointing product specific distributors. It has added a new distributor- Avent India that would work along with existing distributors Compuage Infocom, HCL Infosytems, and ShreePati Computech to drive Kingston’s flash drives, along with regional distributor Sunrise Infosolutions. Transtek that had been doing flash distribution has been dropped from flash drive distribution. In SSD segment Neoteric will now on distribute only SSDNow, Kingston’s range of the SSD drives. Earlier Neoteric also distributed DRAM products.

With the new distribution in place, the company would focus on new geographies and new verticals. Kingston would focus on the B2B and corporate segment from where it claims to have received a good response. It is also looking at smaller cities where Kingston has billing centers. At the moment Kingston has billing centers at 47 locations. 

The focus for Kingston in 2011 would be SSDNow. “In 2011 our focus would be the SSD technology which is new in India. We see a lot of traction in the corporate sector. The strategy would include not just push through channel but also a lot of pull from masses which shall be created by awareness drives through media like road shows, retail and online demo cum contests, exhibitions and events,” said Nidhi Sethi, Sales Director, Flash-India at Kingston.