‘Kingston’s understanding of its TG has helped us grow in India’

Vishal Parekh
Marketing Director, Kingston Technology & HyperX (India)

“Kingston, being a lifestyle technology brand, has been on a roll in 2018. Be it the launch of our UV500 affordable SSDs with the new 3D NAND Flash technology or introduction of RGB in our premier HyperX Predator DDR4 memory line-up or seeing success in developing the gaming ecosystem. It has also been a good year for Kingston’s secured solutions, which caters to multiple market segments. It is true that we try to exceed our own industry benchmarks in terms of product but our goal is always to redefine the user’s computing experience.

We see a growing number of business entities, enterprises and government organizations moving towards digitization to save time, efforts and reduce their Total Cost of Operations (TCO). With this move, there is an enormous requirement of intelligent data storage which we support with our memory and flash solutions. Not just businesses, we are seeing the consumer space seeing data explosion beyond measures. Speaking of trends, the average consumer purchase of USBs is moving from 8GB to 16GB and from 2.0 to 3.0 USBs for a better performance. It is expected that the coming years will witness huge adoption of flash storage as more and more companies will start utilizing all size of SSDs to optimize the performance. Speaking of memory modules, DDR4 is a hot trend as all new systems have to make use of this standard. We have been successful so far in educating about benefits of the DDR4 technology and how it will enhance the work efficiency of the firms.

The gradual adoption of GDPR policies in most big businesses is leading to a lot more importance given to data security. With our expertise in the secured storage space, we have a been able to lead this audience in the right direction. Lastly, Gaming is bigger than ever for India; our HyperX brand has made commendable strides in this space. What we have also observed in India for HyperX, over the growing time period that the brand no longer works on the push strategy model but has moved to pull with the larger acceptance and also popularity among its TG.

We have always believed in providing a best-in-class quality proposition to the customers at a value price without compromising on after sales services and this has been our recipe of success over the years. Our comprehensive understanding of target audience and tailored communication model to reach out to maximum people is a key factor behind our growth in the Indian market. The success has been possible majorly with the team efforts and internal collaborative strategies which led us to be creative and innovate more ways to bring value to our consumers and partners. We are elated and extremely proud to be part of one of the rare success brand stories in the world.”