Aditya Infotech : Changing the rules of security business
Mr. Aditya Khemka, CEO & Director – Aditya Group( Aditya Infotech Ltd)
Q. Give us history & evolution of Aditya Infotech over the years ?
Aditya Infotech Ltd belongs to Khemka Family & is the Flagship Company of the Aditya Group, who has been in business for over many decades. Aditya Infotech Ltd. started its operations in the field of PC Parts & Peripherals Distribution in 1994 with a tie-up with LG Group of Korea for distributing its PC Monitors, LCD Monitors, DVD Drives etc & over the years expanded its distribution network by adding some big brands like Philips, Seagate, AMD, Fujitsu, Asustek, Logitech, Microtek, Avermedia, Linksys, Compex, Benq, Acer, Viewsonic, and many more.
The company started with a mere 2-office set-up with headquarters in Delhi and 1 more branch in Mumbai. In 1994 to 2001, it expanded its offices network to 30 locations to cover the length and breadth of India, and to service the dealer network by being closer to the market. These 7 years made Aditya a Strong Distributor with core competencies in Product Positioning, Channel Understanding and Channel Relationship Management. Year 2001 onwards, Aditya diversified its focus into Niche Vertical Segments with a lot more Value-Added Distribution. During this period, we emphasized to build a strong dedicated team of professionals who could handle Vertical Technology Segment Businesses like giving Product-based solutions in Video Editing, Post Production, Pro-Audio, Pro-Video, 3D Animation & Visual Effect Software, Manufacturing/ Design Software, Print/ Publishing Software, Graphics & Multimedia Products, Broadcast Solutions and so on. Today we are 400+ Aditya Team Members in the Company and each of them is a MASTER in his/ her field of work.
Today, Aditya proudly acclaims itself as the BEST VALUE ADDED DISTRIBUTION HOUSE in India for Technology Products in specific Vertical Segments it operates. After its success in above fields, Aditya forayed in the field of Security & Surveillance Products Distribution. In short span of just 3 years, Aditya Infotech Ltd. today prides itself as INDIA’S LARGEST CCTV PRODUCTS DISTRIBUTION HOUSE with representations from World Renowned Brands. With a dedicated team for Security Business of 150+ professionals backed by a nation-wide strong 30 branches infrastructure, choice of multiple brands, local stocks & service, Fast deliveries, competitive prices, training and support, makes AIL a Numero-UNO distribution house in the CCTV Products Distribution in India today. After consistently leading the Indian CCTV market over last 2 years, Aditya forayed into global distribution with distribution & sales offices in India, Hong Kong & Dubai & Liaison offices in China, Taiwan & Australia. We have also decided to start our own distribution & sales office in Dubai for catering to Middle East & African markets after overwhelming response in the recent INTERSEC Dubai exhibition where we had our own booth for our range of products.
Q. What is the range of CCTV products & brands distributed by Aditya Infotech?
We currently focus on CCTV Products & IP Products which include all varieties of Standalone Digital Video Recorders, PC Based Cards, CCTV Cameras (Box, Dome, IR, Vari-Focal, etc), IP Cameras, Storage Solutions like SAN/ NAS,Camera Lenses, Speed Dome Cameras, Power Supplies & Accessories. In Nut-shell anything & everything you need in CCTV solutions, we distribute it. Portfolio is consistently being updated, with regular channel inputs and feedbacks.
We currently have a varied brands portfolio with world leading manufacturers like Avtech (DVR & CCTV/ IP Cameras),ACTI (IP Cameras),Avemia (Lenses), CP Plus (Cameras, Lenses, DVR, PC Cards, Power Supplies, Accessories),Dahua (DVR, PC Cards, Mobile DVR, ATM DVR), Dali ( DVR & Thermal Cameras), D-Max ( Cameras), Eyeview (Speed Dome Cameras), Fuho (DVR),Hikvision (DVR),Hunt (DVR), Hanbang(DVR cards), Honeywell( Camera), ITX (DVR), Lilin( Speed Dome/IR camera), Nuuo (IP Software Solutions),Opgal, QNAP( SAN/NAS solutions), Vivotek( Network Camera), Yoko (Camera & DVR), Yaan( Speed Dome Camera), Zavio (IP Cameras),Tamron (Lenses) etc.
Q. What is your strategy on CP Plus Range of products?
As a part of its expansion strategy to go Global, Aditya Infotech will have major focus on CP PLUS brand in the days & months to come. CP PLUS offers array of Cameras, DVRs, DVR cards, Speed domes & Lens with its best of class - Range & value proposition. AIL emphasis is always on strategic inputs, Business Process Optimization, Technical developments & Quality. Cost & Performance are key benchmark of the brand, where-in aesthetics are the Add-on Advantage. These models have been launched after rigorous testing & development by Research & Development team of AIL, with its highest quality yardstick. CP PLUS with its location base at Hong Kong, China, INDIA & Middle East caters to its ever growing markets in INDIA, Middle-East, Africa, South Asia, South-East ASIA etc.
Q. What are your views on the current market size & the future of CCTV market in India?
India’s security needs are much higher than any other country in the world. Given this maxim, our industry requires lots of structuring & regulations. In such a scenario, it is actually a struggle to gauge market size & hence the potential. Based on our in-house surveys, demand analysis & market studies, we peg the Indian market at anything between 70-100 Million dollars annually for CCTV/IP products. And surely this is growing faster than any other country.
Q. What is your sales model in India & what do you think is your market share in CCTV business?
We are 100% Channel Oriented Company. We never do any Direct End Customer Sale and all our GO-TO-MARKET Strategy is having Channel Interest into account. We work with variety of System Integrators who are Multinational level companies, Private Owner Driven Organizations (who are sizeable 100+ employs), Medium Level Integrators (with 30-100 employees), Wholesale Stockists, Dealers & Resellers. I believe we enjoy at-least 30% market share in India in Standalone DVR segment and 20% in the CCTV Camera segment. I plan to grow this market share further with more innovative marketing activities, addition of more product offerings at much competitive prices, more market coverage by adding more branch offices and channel partners, more manpower at our company in technical & sales side trying to reach more deeper into the country and so on. Our goal is to maintain the No.1 Position in CCTV Distribution in years to come by continuously growing faster than Industry Growth Rate, thereby enhancing our Overall Market Share.
Q. What do you attribute to your success in India & global markets?
Aditya means “Rising Sun” which showers light to everyone. Our motto is “Building the Future” – for our team, our channel partners, our customers and also ourselves. I will explain Aditya’s Success in simply 2 Key Words – FOCUS & RELATIONSHIP. We believe that Focus in anything you do is the Key to Succeed. Also Relationship with channel/ customers comes first – even above business. We leave no stone un-turned to ensure that Channel Relationship grows stronger and stronger, and they grow with us. The more you care for your channel, the more you will Grow Automatically.
Q. What are your marketing & promotional plans?
We are doing multiple activities here like Print Media, Road Shows, Trainings, Exhibitions and Marketing Collaterals. We use a mix of all old school marketing tools here. Last year in the IFSEC India Show, we had a Big Booth to display wide range of products and also sponsored the Registration Lanyard for Corporate Branding. Recently, we also participated in Intersec exhibition based in Dubai from Jan 17-19 & had taken our own booth to promote our products in the international market as a Global Distribution House.. We will also be participating in all major International Exhibitions in Security Industry like IFSEC UK; Secutech Taipei, Intersec Thialand, Secutech Vietnam, IFSEC India and so on .
Q. Who are your main competitors and how do you differentiate ADITYA from them?
We feel today that CCTV Industry is at such a beginning stage, that we need not bother about competitors. What the need of the hour is Market Expansion and to Keep Your Growth faster than the Market Growth.
Q. What are your future expansion plans for the growth in the Indian & Global Markets?
We are planning to now expand our product offering by adding more and more Big Brands Distribution into our kitty & have recently added few well known brands in CCTV products and talks are on with many such big security product companies. We also intend to expand our reach within India further to out-perform our competitors by adding 15+ more branch offices within next 6 months and 50+ more dedicated manpower for this field of activity. As far as Global expansion is concerned, our Hong Kong office is already operational for catering to South Asia & South East Asian markets. Our Dubai operations will start from April,2010 with full fledged distribution & sales office for catering to Middle East & African countries. Apart from these, we have also started liaison offices in China, Taiwan & Australia with dedicated marketing people in place.
Q. Do you think heavy taxation is major hindrance for future growth of CCTV business in India?
Yes, heavy taxation is a major concern for growth. On one hand our Honorable Prime Minister says that Security is the Biggest Concern for the Country. On the other side, the Government is taxing CCTV Products at Peak Customs Duty Rate and Peak VAT Rate? It simply makes no sense to me. What this is doing eventually is that almost every dollar worth of goods imported, almost half a dollar goes to the Government in form of taxes making the products costlier for a common man to afford. Also this encourages grey marketing activities, which is not good for any industry’s growth. I think the Government needs to seriously look into liberalizing the taxation on Security Industry, as this is a Need of every Indian and not a Luxury Item anymore. If this is not done, this may become a hindrance in overall growth of the industry and thereby Aditya Infotech too being a leading player of this field.
