ESY India relies heavily on over 100 distributors who are helping it to reach its second tier partners across the country. The company has a focused program called ESY SPEED (Sales Partner Engagement & Expansion Drive) for regular engagement with its reselling and retail partners. The company aims to post 30% growth in 2017. VP Sajeevan, CEO, ESY India shares his upcoming marketing and channel plans with DT.
DT: What have been the key highlights of your company during the year 2016?
A: As you all know ESY India was established in 2012 and launched ESYINK, the low cost solution for inkjet printing for home and offices. The key goal for 2016 was to build ESY as a product and solution company from the image of consumable brand. ESY has been recognized as fast growing brand in POS industry with wide range of products like Printers, Barcode and Multicode Scanners, Digital Cash Registers and Touch POS devises. Building robust channel network in sales and support for POS products was another key highlight of the year. We have our network in the length and breadth of the country. We could win some of the big tenders in POS products and deliver our commitments successfully. Today we have our POS installations in over 90% Municipalities in India. Very soon we will reach all Panchayats in India.
DT: What is the central force which keeps partners and consumers loyal to your brand?
A: The price and performance of the products are the central forces that keeps partners and consumers loyal to ESY brand. In simple terms, we call it as value for money.
DT: Since GST has finally been passed by the central government, how will it affect your business and the economy?
A: It is needless to say that GST is the most awaited policy that takes India to next orbit of development. We expect huge opportunity for IT infrastructural set up particularly in POS space.
DT: How does the channel help you to reach out to your potential customers? What’s your channel strength?
A: We have 4 key channels to reach our potential customers: 1.Distribution, 2.Institutional, 3.System Integrators, and 4.Online.
We have over 100 distributors who are helping us to reach our second tier partners across the country. We have a focused program called ESY SPEED (Sales Partner Engagement & Expansion Drive) for regular engagement with our reselling and retail partners. We have over 800 partners registered under this program who are having consistent relationship with us. Basic principle of DPS( Display, Promote, Sell ) is the key factor for this program. This will ensure benefits for all who are part of this ecosystem.
DT: What is your assurance for providing excellent service support to your customer?
A: We have strong process and policies in place to ensure prompt service to our customers. Before the launch of any product adequate training is imparted to all field engineers to ensure quality service. Problem analyzing process is initiated during the call logging stage so that 60% of the complaints are resolved over phone or online. Since the problem is very well analyzed in preliminary stage itself the field engineer is prepared to address the problems.
DT: What’s your roadmap or strategy for the year 2017?
A: With the launch of wide range of Label Printers, ESY will be one of the top 3 companies who can offer complete hardware solution for POS demands in India.
DT: What is your projection for the year 2017?
A: Though the market is sluggish, with the help of new products we will be in position to post 30% plus growth over 2016.
