Reliability, Speed & Ease of Installation Fueling SSD Adoption

By: DT News Network
May, 08, 2017

India is the fastest growing market for data storage devices. Over the last three years, India posted augmented growth in high-end storage devices, wherein enterprise segment being the largest contributor. Surging big data and cloud computing markets played significant role in shaping overall data storage device market in India. In India’s data storage device market, Solid State Drive (SSD) is currently at its growing stage, which accounts for marginal share in the overall market; however the segment is registering exponential growth.

According to 6Wresearch, India solid state drive market is forecast to reach $128 million by 2022. Until 2015, data storage device market is dominated by Hard Disk Drive (HDD) segment acquiring nearly 90% of the share, though is witnessing year-over-year decline. Apart from external HDD which currently accounts for over 20% of overall HDD shipment, internal HDD’s demand is further projected to decline owing to market saturation and growing adoption of NAND flash memory storage devices, predominantly SSDs. 

Yet there are lots of efforts are being made by all stake holders to increase awareness and boost its adoption in India. DT also tried to get the opinion from few of industry leaders, to have NEWS & ANALYSIS on SSD Growth in India.

“Our Efforts in Educating Channel Partners Too has Paid Off”

Mr. Vishal Parekh, Marketing Director, Kingston Technology - India.

The Indian market is vast and has been shining on the global trade map for a good year. SSD as a product segment, is good for business right now from both, the vendors and customers point of view. The market growth is now getting sustainable with demand growing in multiple segments including corporates, SMEs, SMBs, Enterprises, government, gaming and even retail. This translates into higher adoption rates in the mentioned areas and we are always willing to help them understand and grow with faster technologies.

Speaking of adoption, we now see a lot more corporates requesting us to be part of our training sessions and workshops for understanding SSDs. We have been able to make them understand a simple equation which broadens their bottom lines. It simply is 'Using Faster Reliable Technology translates to Less Time taken translates to Higher Productivity translates to Catering to More clients with Existing hardware translates to Lower Total Cost of Ownership translates to Better Profits. 

Apart from the media helping brands like Kingston and HyperX to spread the awareness, there are more factors like our current stable Government and better acceptance from the customers for using our SSDs. Our efforts in the last couple of years to educate channel partners, too, has paid off as they can now communicate with us and their customers at a better level.


The Asia Pacific markets are volatile and India is both, diverse and volatile. Given our vast and interesting product lines, the volume of customers is always high and there are certain challenges that rise in terms of catering to the demand instantly in tier 2 and tier 3 markets in India. However, we work closely with some very experienced national distributors and partners to improve reach for all our products.

Channel Support

We are a channel friendly company and believe in growing with the partners. Though we do plan schemes and activities with partners handling our Flash business, we do not differentiate between product lines. There are many reasons why partners have been working with for many years. Apart from the expert advise on market trends and global situations, we help them understand the right time to buy, stock and sell. This has always been one of the reasons why most partners are happy with us.

“People Who Want Speed, Reliability, aren’t Too Worried on Affordability”

Mr. Rajesh Goenka, VP – Sales & Marketing, Rashi Peripherals Pvt. Ltd.

SSD Adoption in India is happening at faster pace than expected. Ease of installation, reliability and speed are the key drivers for faster SSD implementation. It is very common now notebook drives been replace by SSD enable to boot the system 3 or 4 times faster speed. We are also seen huge demand in corporates where data reliability is one of the key concern points. Last but not the least the SSD storage used in the smartphones has triggered the awareness of the advantages of SSD.


Currently shorts supply and continuously price uptrend is making SSD solution more expensive. The day there is the intersection of traditional HDD and SSD we will see the huge jump in SSD demand. Until then people who want speed, reliability and aren’t too worried on affordability would still go for SSD.

New Business Opportunity

This is additional new business for the channel partners. Also since this is new business there is higher scope of earning higher margins. Last but not the least, SSD are not only used by consumers but is primarily lead by SMB and SME. Of late data centers also have started shifting to SSD which itself would be huge in demand.

“The Benefits of SSD are Crystal Clear with a Bright Future” 

Mr. Pinaki Dhara, Vice President, Savera Digital India Pvt. Ltd.

Presently India Data storage market is projected to reach $128 million by 2022. Amongst all end user market consumer end user segment acquired largest revenue share of the market pie in the country, over the next 6 years enterprise end user segment is forecast to grow at relatively higher CAGR from 2016 – 2022. I believe below are some fueling factors for the overall growth of this market.

Application Diversity: Superior performance in demanding workload environments and increasingly lower costs as key factors driving SSD growth on global scale. SSD have IOPS (Input Output Operations per second) rates that trump HDD by more than double. They also have phenomenal read and write speeds that prove handy for big data applications.

Price Factor: One edge HDD currently have and will likely maintain for the foreseeable future is cost. Although Prices on flash arrays are steadily declining, SO SSD remains significantly more expensive in comparison. The cost of SSD ranges from 20 to 50 cents per GB.HDD units hover around 4 cents per GB.

Adoption Considerations: The benefits of SSD are crystal clear and while the future is bright, it may not be the time to hop on the bandwagon just yet. Despite making notable strides, higher costs and less capacity per drive are harsh realities that could limit the potential to select applications.

Get with your IT team to evaluate the capacity performance and cost trade-offs between both SSD and HDD storage to figure out which drive platform is best suited for your organisations.

All About Latency

The main appeal of SSD is its low latency; however, it is not available consistently. And while write latency can be masked with write-back caching, read latency cannot be hidden. Typical SSD latencies are a couple of hundred microseconds but some accesses can be interrupted by device internal tasks, and their latency can exceed tens of milliseconds or even seconds. That’s slower than a hard disk. Unless the storage subsystem understands the circumstances under which latency spikes occur and can manage or proactively schedule them across the entire array, the end result will be inconsistent and have widely varying latency characteristics.

Reliability Is Paramount

Finally, one of the key requirements for enterprise storage is reliability. Given that write endurance is a challenge for SSD and the fact that suboptimal use patterns can further affect it, it is important to predict when data is at risk. SSD has failure modes that are different from hard disks. As SSDs wear out, they begin to experience more and more program failures, resulting in additional latency spikes. Furthermore, because of efficient wear-levelling, SSDs can wear out very quickly as they near the end of their useful life.

“There are Growing Trend of Laptops With SSD Among Corporate Users"

Mr. Dinesh Bahal, VP Product Management, Client Solutions, Western Digital

SSD market has observed sustainable growth in last couple of years. There is increase in adoption rate of SSDs  within the PCs which are shipping to India. We are expecting in the next couple of years, more than 40% of the PCs  that are shipping will have SSDs inside. Chromebook have flash memory hard drive but they have lower quantity of  flash memory. Laptop about 700 US$ price tag are coming with the basically flash storage. There are growing trend  of laptops with SSD among corporate users. High end users have realized that flash is faster, it gives the customer a  better user experience and it doesn’t breakdown. We have both WD internal SSD, WD blue product, as well we have  SanDisk ultra 2 and SSD+ high performance drive with an affordable price point.


The price is connected to capacity we choose to buy. If consumer buys 1TB SSD base product, It will be really expensive, butif they buy 128GB SSD base product, itwill not be so expansive and it might be within same cost while we buy hard drive based product. It’s up to the user to choose the capacity or the performance. If they want best experience and excellent performance, they will surly go for SSD despite high affordability.

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