TVS-E: Taking IT to the heart of India

Where is TVS-E heading and what opportunities do you see from the macroeconomic perspective?

TVS-E has 25 years of core commitment to the Indian IT hardware landscape. Since its inception, we have rebuilt and geared ourselves towards changing market expectations. We are now a dominant player in the point of sale and transaction (POST) domain with our products and solutions supporting transactions across industries. We uniquely qualify ourselves as a "one-stop shop" for all products and peripherals in facilitating business transactions across industry. We straddle the growing retail segment, diverse manufacturing segment, evolving logistics and infrastructure segment, government/ education/ banking institution, hospitality and healthcare segment.  

Over the years, with our capability to design and develop products ideally suited for Indian conditions, we have created a unique position in this exciting marketplace. "Taking IT to the heart of India" has been our credo right from the beginning and we are justifying this, with our range of products designed and developed to withstand our harsh but real electrical/ climatic challenges across India. 

Which product line would be the focus area for you?

We have now a comprehensive range of products and peripherals catering to various industry/ application domains. We cover the following areas: a) Printing, b) ECR & POS systems, c) AIDC (Auto ID products like Bar code scanners, data retrieval and storage products, Bar code printers and capability for RFID application deployment), and d) Comprehensive range of peripherals to support automation / digitization across industry and applications like Displays, Cash Drawers, various consumables, etc.

What is your competitive advantage?

We believe that we have a distinct and differentiated edge in terms of more customer-oriented products and solutions for India. In many ways, we customize the Indian applications. We have an edge on the overall cost of ownership as well as cost to serve by our capability in TQM as a core.  Quality and reliability is an integral part of our offering and we consider this as one of our important aspects. We have positioned our offerings in the best-in-class option for our consumers. We drive the concept of "value" for our consumers.

What is your channel and marketing strategy?

TVS Electronics, over the years, has built an excellent relationship with different layers of channel partners across India. We have three types of partnership (and we call this as AAA edge).  

The first category is the authorized sales and distribution partners (ADPs), which includes our tier-1 distributors and the next level of resellers. Over the last one year, we have developed a list of 2,000 active partners across India in this category, who have moved our products to the end-consumers. These partners also get differentiated based on their expertise in certain products like consumer products and supplies or POS and peripherals. With our fresh drive to expand our reach, we are now re-establishing the network of these partners, covering 500-plus towns across India. 

The second category is our authorized service partners (ASPs). The network has been built over years of engagement with 600-plus partners across India to lend focus on the Service delivery architecture. We have an organization (TVS-E Servicetec) which is a dedicated service support company. The partner network is connected by an excellent IT infrastructure in SAP platform for real-time information management capability. We support our partners with training and development for a variety of products and also for customized solution capability.  

The third category is our authorized software development partners (ASDPs).  This is a relatively newer partnership with the emerging POS business. They are cutting-edge solution providers who deal with our customers for application support. This group of partners proactively support us in customer connect and also in our product development for the right application and usage in India.  

Let us know what is your strategy in terms of geographic presence and city-based activities?

We are preferred in the SME segment due to our credibility in cost, quality and performance. We maintain regular contacts with different segments across India. As explained above, our reach both from the sales and service partners perspective is in the best-in-class category. We do have specific engagement programmes across India with SMEs and SMBs to understand the needs and build ourselves to deliver the same for overall relevance.  

What is your service and support strategy?

TVS stands for Trust, Value and Service. We have consciously built capability to be relevant to our end-consumers in an end-to-end manner right from installation to disposition at the end of life. Our service network through us or ASPs is well placed in India. We have invested on cutting-edge IT infrastructure and a supply chain capability to deliver a varied option of service level agreement for our customers. As stated above, with dedicated focus as a service company, our subsidiary company TVS-E Servicetec is truly an asset for us in our business. We have structured processes to understand the delivery performance and customer satisfaction across various segments, which help us to constantly keep raising the bar on our service delivery performance.  

We, at TVS-E, understand our commitment to environmental management and we are consciously equipping ourselves for responsible disposal of electronic waste. Our partner network is equipped for structured collection and disposal through authorized partners of e-waste management.  

What all changes TVS-E has under gone in the last few years?

We have been evolving in the last few years.  Post-difficult years, we are now ready to pronounce ourselves as a significant player. We have refreshed the talents, built capabilities relevant to the customer domain and brought in extremely high focus on market and customers, across the organization. Cutting-edge training, development support and HR practices have helped us rebuild the organization for leading the next phase of business transformation in India.

For more contact :
samrita@varindia.com