Isyn set on a comeback trail

Kolkata

27th December, 2006

Last year the IT hardware industry witnessed the birth of several local PC
brands with much hype and speculation from the eastern region. The leading trio
among them was Amar PC by Xenitis Group, Isyn by Syntech Group and Chirag by RP
Group. Unfortunately all three, including Isyn, met with almost the same fate
and have more or less vanished from the market.

When launched in March 2005 Isyn had send across a ripple in the local and
assembled PC market. However, according to market feedback Isyn slowed down its
activities abruptly, leaving behind many questions unanswered and opening itself
to conjectures about its future.

Now after hibernating for almost a year, Syntech is once again gearing up to
revive Isyn. “Before launching Isyn PC, I had enough experience in IT business
and considering our growth path I found out that this is the right time to start
my own brand,” said Milon Chakraborty, MD Syntech Group. At that time he had
no idea about what lay in store for him in the future. Pondering over the
reasons behind all the troubles, which his company went through Chakraborty
stated, “In the last two years I have learned a lot from my experience. IT
business has become extremely volatile and competitive. To sustain in the number
game, people are losing their business values and ethics. Also it's very
difficult to get good and honest employees whom one can rely on.”

Elaborating
further he said, “We have not vanished from the market. Though I must confess
that I had made some major mistakes, the most lethal was blindly trusting and
depending on people who had been at the forefront of my business. And
unfortunately almost all of these people, except a few, have breached my trust
and because of that I had to pay heavily.”

According to him, Isyn had managed to create its own target audience and a
niche market, ie the lower and medium market verticals. “We are still doing
well in that area. The only difference is that we have totally revamped our
marketing strategy. Instead of looping in big distributors or dealers, we have
tapped mostly small resellers who supply machines on order basis. That has
helped us to curtail costs and ensure good margins for resellers and
ourselves,” explained Chakraborty.

Additionally the company has also removed some of its high salaried
executives who had proved to be dishonest and inefficient. “We have now
trained the low and mid-level executives and engineers in both sales and service
and have appointed them to take care of Isyn PC in all the small and important
locations across eastern India. That has helped us to maintain our sales and
earn money too,” he informed.

Chakraborty believes that it were the internal problems in the company that
lead to its downfall. “Funds were not utilized properly and also huge amounts
of payments were due in different sectors including government. As a result we
had also become defaulters to our creditors,” he said while adding that things
are now on the verge of settlement.

“I have completely consolidated my entire business method, including
management and finance control and have systematized the entire process and have
implemented ERP. Things have started to look good again and we are expecting
that in the next couple of months we will make a comeback,” he stated.

Chakraborty is also sure about the revival of the brand value of Isyn.
“From January onwards we will be full-fledged in the market with our
restructured strategy and by the end of this fiscal we will also be able to
revive the brand name of Isyn in the market.”

Isyn will soon be launching its range of various USB and mobile devices and
MP3 players through which Chakraborty is expecting to restore the financial as
well as market position of Isyn.