Merlin Multitech to roll out PCs, laptops and UPS

Raipur-based Merlin Multitech will soft-launch its own brand of PCs, laptops
and UPS this week. The full rollout of the products will take place in December,
2005.

Merlin will start by focusing on three states-Madhya Pradesh, Chattisgarh
and parts of Maharashtra. It will leverage on its company's recall in these
pockets through a network of 200 partners. One master reseller will be appointed
in each district to avoid any channel conflict and help partners earn a healthy
margin.

Merlin will ensure that partners selling laptops and PCs will get margins of
10% and 7% respectively. The company is targeting areas where assembled products
still have the heavier hand. By giving products at a price, which is equivalent
to an assembled machine, it is confident of converting these buyers into its
customers.

Chetan Vithalani Ensuring partners selling Merlin laptops  and PCs get margins of 10% and 7% respectively

"In C-class cities, customers want a well-known brand rather an
assembled one, any day. We have got good mindshare among the channel and know
that they will be able to sell our products effectively," said Chetan
Vithalani, MD, Merlin Multitech.

Service for the products will be given by the partners, though replacement
issues can be routed to Merlin. This will make the service turnaround time
lengthy and the company is working on changing this. "We can't keep
buffer stock at all partners as

it will not be economical," explained Chetan.

VINITA BHATIA