Tuesday, May 28, 2024
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Avook Global’s Journey with Western Digital – Innovating Together for Market Leadership

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Avook Global Private Limited specializes in distributing a diverse range of IT products, including hard disk drives, solid-state drives, monitors, memory products, processors, motherboards, laptops, desktops, and networking devices.

During an exclusive interaction with NCN Magazine, Mr. Akhil Singh, Managing Director, Avook Global Private Limited shares insights into his journey with Western Digital, emphasizing its evolving partnership and innovative support.

Could you kindly provide an introduction about yourself and share your journey with Western Digital?

Since 2006, I’ve evolved from external drives to offering WD’s complete portfolio, witnessing substantial growth. As one of WD’s largest partners in India, we’ve secured the top spot in SSDs. Celebrating 18 years with WD is a testament to our enduring partnership and market leadership.

How do you view your partnership with WD and its unique support?

WD’s support is characterized by personal attention and professionalism, fostering strong personal and professional relations. With a channel-focused approach, they prioritize partners, ensuring pricing support and comprehensive assistance to mitigate losses. Their commitment ensures partners are covered and valued, fostering a mutually beneficial relationship.

What diverse product portfolios do you observe in the market?

WD’s SSD and enterprise segments are flourishing, with a current No.1 position. While I handle WD’s complete portfolio as well as SanDisk Portable SSD’s portfolio, right now under WD. The entire WD product line is undeniably aggressive and holds the top spot in the market.

How has consumer behavior evolved in recent times?

As more partners join, there’s significant growth in partner numbers, paralleled by market expansion. Customers, now more educated and quality-conscious, demand superior products. Previously focused on capacity, we now prioritize quality, aligning with consumer preferences for higher-capacity, higher-value products. With a focus on data security, customers increasingly opt for higher-performance SSDs. As the new generation emerges, consumer preferences shift towards elevated standards and performance.

How does WD support education and product awareness initiatives effectively?

WD supports education and product awareness through the WD Partner Connect program, featuring a WhatsApp group and automated chatbot for daily updates and alternate day quizzes with rewards. Additionally, WD University offers modules for further learning. They conduct training programs quarterly in various town categories, recently launching Purple Drive. Utilizing social media, WD engages with influencers on platforms like YouTube, Instagram, and Facebook, educating users on drive usage and choices. This proactive approach marks a shift towards increased social media presence and targeted educational campaigns.

Describe your partnership journey with WD in two or three words.

Our partnership with WD is “Evolving and Growing” consistently.

Any message you’d like to convey?

In the fast-evolving storage industry, technology advances swiftly. To stay current, continuous self-improvement is crucial for all involved. It’s essential for the entire ecosystem to upgrade alongside these rapid technological changes to remain competitive.

What are your future plans or next steps?

We aim for both horizontal and vertical expansion, particularly aligning with WD’s offerings. As a steadfast supporter, I’m typically the first buyer of their products in India. Additionally, we’re eyeing expansion into new regions beyond Delhi NCR, a plan delayed by COVID-19 disruptions. Our strategy post-pandemic involves stabilizing before recommencing expansion, focusing on bringing WD brands to remote areas rather than metro cities. This approach promises broader reach and better margins.

Covered By: NCN MAGAZINE / Avook

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