Plugging in success!
Plugging in success!

The live - wire personality of Nidhi Markanday aptly suits her current role of DGM in an IT cum Electronic Company- Intex Technologies Pvt. Ltd. In a lively chat with Seema Seth, she unravels the future plans of Intex Square, their chain of stores and of the company as a whole.


Seema Seth(SS): Tell us about Intex Technologies Pvt Ltd.

Nidhi Markandey(NM):The company came into being in the year 1996 with a single product  line which was an e connect card. Today, we are an 800 crore IT Hardware, Mobile Phones and Electronics Company with a pan-India presence though our own network of 33+ offices and 550+ service points out of which 55 are company owned.


SS: Tell us about your products and verticals.

NM: Brand 'Intex' covers 8 business segments- Computer Peripherals, Mobile Phones, PC, Consumer Electronics, Security Software, Retail, Enterprise and International Business. The business segments cover a portfolio of 27 Product Groups spread across 350 items including Mobile Phones (GSM, CDMA, Dual SIM), Desktops, TFT-LCD monitors, LCD TVs, DVD players, Computer UPS, Multimedia Speakers, Cabinets, Headphones, Web Cameras, Security Software (Antivirus) to name just a few.


SS: Tell us about your retail outlets Intex Square.

NM: The company launched its chain of exclusive retail outlets- INTEX SQUARE in Sep, 2009 and has opened 60 stores so far. The number will reach more than 100 by end of FY 2010-11.


SS: What is the USP of your products?

NM: We are market leaders, hence NO.1 brand quality and feature wise. We have a good share in the industry. We give value for money and have premium goods that differentiates us from the others. Moreover, in Computer UPS, INTEX occupies 1st position as the most selling brand as per the quarterly IDC Tracker. For several other product groups such as Multimedia Speakers, Keyboards, Mouse, Web Cam, Add-on cards, etc. also, enjoys a leading market share in many states in India.


SS: What sort of challenges are there in this Industry? How are you planning to counteract that?

NM: Well, real estate is a very big challenge. Secondly, performing as per customer’s satisfaction is our next concern in this industry.


We are coming up with premium products and roll out new products in each category every month to counteract competition.


SS: Tell us about your company’s achievements.

NM: The company has also been recognized by consumers and channel partners through various rankings and awards received over the years. Some recent highlights are:


  • SMB Champion Award from Intel, August, 2010
  • Digit magazine’s Best Buy Award for INTEX mobile phone IN 2020 Elegant, April, 2010 edition
  • Largest selling brand in UPS category as per IDC India Q 2, 2009 Tracker-Market Review (August, 2009)
  • A score of 9.1 (out of 10) for INTEX Mobile Phone IN 4495 by Rajiv Makhani on the popular show- Cell Guru- aired on NDTV India and NDTV profit.
  • Intel Premier Partnership (IPP) Track I channel association with Intel (March, 2009)
  • Best Value award for Intex Gaming Keyboard in Chip magazine, (February, 2009)
  • Intex is the most persuasive brand (in PCs) as per a survey on India's Favourite IT Brands in PCQuest (September, 2008)
  • RECOMMENDED Award for Intex IT 22 TV LCD Monitor from AV MAX Magazine (October, 2008)
  • INNOVATION CHAMPION & STAR ACHIEVER award from Intel (December, 2007, June, 2008 & November, 2008)
  • 'Special Commendation' medal from Indian Trade Promotion Organisation (ITPO) in IT & Electronics category at India International Trade Fair (IITF) (November, 2007)
  • 'Best Buy' Award for Intex Platinum PC in Digit (September, 2007)
  • 'Best Buy Silver' Award for Intex mobile phone- Infi in Digit (May, 2007)

    SS: Tell us about your marketing and promotion strategy.

    NM: We advertise on the mobile front already, now rolling out TV campaigns. We have invested in promotion heavily this current year for IN 4470 a model that showcases face to face technology,  a 3g feature in a 2 g phone. Very soon we will be rolling out TV commercials for our projector phones. We have spent heavily on its promotion.


    SS: How much importance do you give to Innovative Retail Formats in electronics retail industry?

    NM: I believe new concept selling and innovation and innovative format in retail helps in attracting customers.


    SS: What are your expansion plans?

    NM: We will be taking our store numbers to 300 to 400 by next year and concentrate on North India. Our main focus will be on Telecom and LCDs.

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