Quality and Innovation is in Logitech’s DNA

Subrotah Biswas
Director,
Logitech India & South West Asia

Logitech’s focus has always remained on providing products and solutions that help its customers in having a better digital experience. Logitech produces many different products that appeal to different categories of people – from professionals, students, gamers, music enthusiasts and customers on-the-go. With new additions to the G-series devices, Logitech is providing gamers with a wider range of peripherals that offer a competitive edge. 

In an exclusive interaction with VARINDIA, Subrotah Biswas, Director, Logitech India & South West Asia, elaborates on Logitech’s businesses in India, growth opportunities, initiatives for channel partners and roadmap ahead. 

How are you placing your brand amidst other competitors in the Indian market? 

Any brand needs to build its base with consumers and stakeholders. Logitech has remained a leader because of its continuous efforts to engage with all concerned parties like the consumers, channels, and stakeholders. Through initiatives reaching customers at a pan-India level such as the multi-city road show, different retail programmes, festive offers, and channel engagements, Logitech has made a place in the people’s psyche. Logitech has also been extremely active in the social media space as it is powerful enough to reach many people quickly. It also offers an avenue to people to engage with the company, which may otherwise be a daunting task for most. Social media also helps overcome geographical boundaries that other media outlets might be constrained by. 

Throw some light on Logitech’s multi-layer channel structure.

Our business is essentially driven by a multi-layer channel structure. From T1, which is our National Distributors (Rashi, Savex, Neoteric, Ingram) to T2 (LORDs, etc), it stretches to T3, T4, depending on the tier of the city. Logitech monitors every channel layer and devices appropriate strategies to ensure the entire channel ecosystem is motivated to drive our business.

Logitech Sales Team on the ground works very closely with the LORDs as our key partners to drive the core business ensures that company directives are well communicated at all times.

What are Logitech’s various ongoing and upcoming engagements for channel partners?

Logitech Sales Teams keep a very close business association with all our partners. Logitech also engages in Channel events initiated by various channel print media. 

Who is Logitech’s national distributor? How it is helping the firm to generate more revenues?

All our channel partners have been extremely supportive in driving Logitech business and ensuring that we remain ahead of the curve at all times. I would like to thank our Top 120 partners who contribute a major part of our business and have been participating in all our on the ground works very closely with the LORDs. Also, the channel incentive programme helps channel programmes and schemes. Their loyalty, commitment and passion are our strength to continuously innovate and thrive in these dynamic times.

Where do you find Logitech five years down the line in Indian market?

Logitech has a legacy of introducing innovative products which provide true benefits to consumers like the track-on-glass mouse and light-powered keyboard. With this spirit, Logitech strives to stay at the forefront of innovation and this differentiates us from the rest.

When it comes to consumer technology, change is constant and obsolescence is inevitable. With evolution in hardware, there is an increasing demand for products complementing the use of the device and computer accessories are one of them. It is essential to go hand in hand with the technological revolution. Today, consumers look out for devices that provide them a rich user interface and they are much impressed by the feel the device provides them with. 

satinder@varindia.com