These days gaming have became a new source of entertainment which ultimately adding new market globally.Various brands are investing high in this market. HyperX is big name into gaming accessories market that produces several excellent gaming accessories. DT spoke to Mr. Vishal Parekh, Marketing Director of Kingston Technology – India to know about the gaming accessories market of India, their product range and about their strategies to lead the market.
DT: How do you see the Indian gaming accessories market? How they are helping in growing gamers in India?
Mr. Vishal: Gaming Accessories are a critical part of the gaming market in any country. It has been evolving over the years in terms of user preferences and brand consciousness. HyperX has been present in gaming with Memory modules and SSDs for a while. But when we introduced our 1st gaming peripherals in India - HyperX Cloud headset - in mid 2014, we were taken by surprise by the superb response from the consumers. The stir which our move created in the market was phenomenal with users swearing by the quality of our products.
We believe in providing the best quality products for gamers and giving them a quality platform to practice perform and outshine their competitors. HyperX has been quite instrumental in national and international gaming tournaments, making gaming mainstream and end user engagements to develop more gamers. We are helping the ecosystem grow and there is a solid growth that we have seen with our gaming accessories. Since there is growth, we have launched a few more gaming headsets along with our new Alloy FPS mechanical keyboard. There are more categories that we will bring to India soon.
DT: What is your core strength? What are your further plans to take over a big share in Indian gaming peripheral market?
Mr. Vishal: HyperX is a global brand for Gamers, PC enthusiasts and Music lovers. We believe our core strength lies in our product quality, design, and understanding of the markets, technical expertise and our global exposure.
DT: Please brief about your upcoming product range in gaming segment?
Mr. Vishal: We recently launched all variants of our Alloy FPS mechanical keyboard and have showcased quite a few upcoming products during Computex 2017. We have quite a few new product announcements for you in the months to come.
DT: What initiatives you have taken to increasing your reach to those customers who have not been using Kingston/HyperX products?
Mr. Vishal: HyperX has a lot of user engagement programs in both, online and offline spaces, which are strategic in nature and are focused on either educating or providing an experience in different fields. Rather than just pushing sales, our initiatives are aimed at creating awareness about what consumers need for improving their own skills and productivity, be it in gaming, media production, etc. This helps them make an informed purchase and with the comparison in product quality, superior specs and brand equity, they have been in our favor. Having said that, we also use various media vehicles to constantly reach out to a larger audience.
DT: What is your offline & online channel strategy for gaming products? What growth & revenue you are expecting by end of this year?
Mr. Vishal: Though we are a gaming enthusiast brand, we work very closely with our channel partners. Partners have been an important part of our success and encourage them to grow their coverage either with online business or otherwise.
