Strontium Aims INR 750 Cr Revenue By 2015

itVARnews interacted with Vivian Singh, President & CEO, Strontium Technology to gain insights about the company’s strategies of expansion this fiscal. The company has expanded its Flash Memory Portfolio with the launch of new Nitro Plus micro SD and SD cards today.  Below are the excerpts from the Interview-:

What will be the company’s channel strategies this fiscal?

We are engaging with leading online stores like Flipkart, Snapdeal and a host of other stores. Our strategy would be to continue to improve our relations and increase the number of partners across all our segments.

Who will be your target consumers for the launched range of Nitro storage cards?

Today the typical Indian consumer is migrating from feature phones to smart-phones as they are affordable to all now. And this transition is a huge opportunity for Nitro cards so I believe all the smart phone users in the country will be our potential customers as they can achieve higher data transfer speeds using our cards.

The company expects a revenue of INR 750 crore from India by 2015. Which segment of Strontium will contribute to a major portion of the earning?

Our DRAM business is 20-25 percent of our overall business. So we expect majority of our revenue to come from our range of flash storage products.

What is the USP of your product line up?

We don’t want to indulge in any kind of price war. We want to build a market at the consumer level for our products rather then getting into a market share war. We want to be known as a digital lifestyle product which delivers what it promises.

Throw some light on the future investment plans of Strontium?

We will not be investing in manufacturing as there lies no value in assembling. The real value according to me lies in improving brand awareness and increasing the consumer confidence. We will invest in warranty infrastructure and brand awareness like advertising, PR engagement and every other possible mass channel.

What are the major challenges upfront Strontium in the Indian Market?

The biggest challenge for us is to increase the awareness for our brand that we provide quality storage products. Reaching out to a billion plus people of the country has emerged as a prime challenge for us.

Road Ahead For the Company?

We are selling our products in 30 countries and we intend to increase it to 50. Majority of the growth according to us will come from Africa and Eastern Europe. In India we want to be known as a quality secondary storage devices provider. We also expect India to contribute one fourth of our total revenue in near future.