Considering the growing market opportunity in India, Strontium Technology, the Singapore-based PC memory brand, has embarked upon a drive to grow market share in India. Strontium is expecting to grow 15 percent to 18 percent in the branded memory module segment.

The core specialty of Strontium lies in DRAM and provides composite services on DRAM inventory management to customers and channel partners, it said. Anshuman Gupta, Co-Founder & Director, Strontium Singapore, said "Profitability of our business partners is our top priority, and we are fully committed to help our partners make smart decisions about inventory levels. If our consumers are happy and our channel partners are profitable, Strontium would be successful."

Currently, Strontium India is headed by Ajay Kogta. "Greatest strength of Strontium is the product quality and reliability. Even if we have one malfunction in ten thousand of products used by our consumers, but that one piece makes a user's - (may be a university student's) PC down, our endeavor is not to happen that also. Strontium's motto and philosophy is not to let its consumers down. Therefore, we position ourselves as the vendor of product that 'Never Lets You Down," Kogta added.

Speaking on channel strategy, Kogta said, "Strontium is functioning on regional distribution model to have better geographical coverage. We have opted for regional distribution representation i.e. we have 2-3 RDs in every major IT hub of India depending on marketplace, size and RDs strength in that province. We are regularly expanding our reach to new segments and to new regions. Indian market is quite important and very wide. Therefore channel expansion is an ongoing exercise."

On the channel front, Strontium's focus is to become first choice of small IT retailers and PC Assemblers in Indian market, who are the real demand generators.

He added, "For 2009, the company wants to increase awareness of Strontium products, quality, after-sales support amongst tier-1, tier-2 resellers, retail partners, and system integrators in the form of trainings, seminars, road shows and various benefits programmes."

The company is also sending a weekly bulletin to its channel partners to keep them updated with newest market situations and to help them to manage inventory optimally and profitably. On the channels' side the company is going to keep working with our distribution partners to make the products available throughout the length and breadth of the country.

Anshuman Gupta added, "The Indian market is one of the most vibrant markets. Every technology segment from the bleeding edge to the far trailing edge can be seen in the Indian market. Market participants - the dealers and consumers - are very knowledgeable. They understand quality and total cost of ownership and not just go after the lowest priced product."