Satisfaction All Around

A dedicated team and an enterprising vision-these are the ingredients that
have made Ajaya Kumar of Park Electronik a success in the channel. He believes
that retail outlets are the way to go in the future and has invested in opening
one with Wi-Fi connectivity.

Delhi-based Ajaya Kumar is a multi-faceted business personality, Though
primarily a distributor, he has recently made his foray into retailing, because
he believes that this business model is definitely going to drive the IT
business market in India. So he does not mind oscillating his thinking between
that of a distributor and a retailer as and when needed.

To be more competent, the company has also applied for the ISO 9002
certification and expects it to come soon. Ajaya said that their main objective
is to become a company, which is a chosen one from customers as well as
employees.

In terms of business at his company, Ajaya informed, "We have registered
a turnover of Rs 42 crore in 2004 with a growth rate of around 20%. In 2003, we
had a turnover of Rs 34 crore." He also added that they expect to achieve a
turnover of Rs 60 crore in 2004-05, thus looking to grow at 40% this year.

Ajaya said that, "Since we have a team for every product range, every
member knows his responsibilities. Being successful in delivering quality
services to our customers is a growth driver for us."

 Park Electronik has two retail outlets in Delhi, having recently opened
a Wi-Fi enabled showroom, catering to end users and small system integrators,
and channel partners. Ajaya said, "Last December we opened a new outlet at
Nehru Place. This showroom has two separate sections for end users and channel
partners and hopes to fulfill the requirements of customers under one
roof."

EXPANSION PLANS

The company has already expanded by introducing several new brands. Sony and
Microsoft Hardware are the new ones to join the list of vendors. Ajaya stated
that, "Our main criterion of selecting the vendor is the service part. All
vendors with who we have associated with are known for their quality service.
Because of this, we have partnered with Sony for their TFT, PC speakers,
digicams and notebook range." He further added that they have been
appointed as Sony's distributors for northern India and appointed as regional
distributor for Microsoft Hardware.

The company is also looking at increasing the number of retail outlets. He
said that, "We have two retail outlets in Delhi and Noida areas. But we
plan to further take this number to five or six more such outlets." But he
also said that they have opted to open one new outlet in one year. The idea is
to make a new outlet profitable first, and then move to another new outlet.

As of now, Park Electronik has a widespread network of 400 dealers across the
country. "Though we have a strong network, we always look for dealers who
can work for us. As far as our customer generation is concerned, we generate
1000 new customers every month just from these two retail outlets.

The company also plans to expand its employees' strengths. Ajaya informed
that, "Increasing our employees' strength is always a factor we look at.
We expect around 10 to 15 more people to join us within two months."

TELECOM IS HOT

With the advent of many players in the telecommunications industry, Park is
also poised to explore this sector. It is already appointed as the national
distributor for IDEA cellular services. Ajaya informed that, "Telecom is
definitely a hot area right now and have already initiated ourselves. Our Noida
retail outlet is a proof of that, as we provide all the needs of IT and telecom
customers."

TRAINING TO REMAIN UPDATED

Training is always a critical issue for all distributors and channel
partners. When asked how Park Electronik addresses this issue, Ajaya replied,
"We are committed to provide quality service to our customers. But being
updated with the latest technology and keeping our staff updated with the latest
trends is an issue. As of now, we have decided to introduce weekly training
sessions for the technical and sales staff."

He added that in the training program, the vendor will send their
representatives to train their work force as per their latest technological
developments. Ajaya also believes that with this initiative, thier customers
will get a good service support. The training program would be conducted at his
office on a weekly basis by various vendors.

POSITIVE FEEDBACK

More than just satisfied, employees of Park Electronik have lot of good
experiences to share regarding the company. Rajiv Gupta, an employee, said that,
"It has been a good working experience with Ajaya and was associated with
Park Elektronik when they opened its present Nehru Place office." He also
added that since then, he has received good recognition from Ajaya. It is always
motivational when he shares successful and tough moments of professional life
with concerned employees. Ajaya is popular in supporting the staff as well.  

Avishkar of ALA Computers has had a successful and long business relation
with Park Electronik. He said, "My company and I are always impressed with
the kind of professionalism and effectiveness on work being delivered from Ajaya's
team."

FAIZ ASKARI