Global component distributor Heilind is ramping up its presence in India. With support from its leading suppliers, Heilind is focused on Interconnect and Electromechanical products with a strategy of carrying inventory in depth and breadth, selling to all customers irrespective of their size, having no MOQ or MLV, and offering a range of value added services.Electronics Bazaar caught up with Kenny Ye, Asia Pacific Sales Manager of Alpha Wire; Stephen Waldron, International Sales Director of Switchcraft; K M Balaji, Distribution Marketing Manager, and Ujjwal Varma, Area Sales Manager of TE Connectivity to understand their views about channel partner and the strategies being adopted by their companies for the Indian market.Here is an excerpt.
How will you position your company in the electronics industry ecosystem?
“As a world leader in connectivity, TE Connectivity (TE) designs and manufactures connectivity and sensors solutions. It operates its business through three segments: transportation solutions, industrial solutions, and cable and communications solutions. It markets its products to manufacturers and distributors in a number of markets including automotive, industrial equipment, consumer devices and more. TE’s portfolio of efficient and high-performing connectivity and sensor solutions are available in the India market and are used in several industries including automotive, industrial and commercial transportation, aerospace and defence, industrial solutions and consumer applications. .” K M Balaji, Distribution Marketing Manager & Ujjwal Varma, Area Sales Manager of TE Connectivity
“For over 90 years, Alpha Wire has engineered wire and cables that excel in taming tough applications. From the harsh environment of a factory floor or the critical controls on an offshore oil rig, to advanced medical devices requiring smaller, lighter connectivity solutions, cables from Alpha Wire are working reliably day-in and day-out.
Being an expert in wire, cable and tubing, Alpha Wire provides a complete range of products with reliable performance to Indian market. With these extensive ranges of colours, put-ups, designs and variety of product mix; Alpha Wire supports all kinds of design as per the local customers need. Alpha Wire do service on customization according to customer request in different design for variety of application, with low minimums, available in an extensive variety of materials and configurations. Alpha Wire also has eco-friendly products – wires and cables made by new technology and advantage than traditional PVC products. These products used mPPE material for insulation and jacket, which make the wire and cable lighter and smaller; moreover characters in halogen free and low out-gassing to provide more option for high end application. Every cable is designed and manufactured to meet the critical demands of real-world applications. Using premium materials, advanced manufacturing, and world-class quality control, Alpha Wire manufactures every cable knowing its operation is critical to an application’s success.” Kenny Ye, Asia Pacific Sales Manager of Alpha Wire
“Switchcraft is a leading supplier of a broad line of components for the audio, video, telecommunication, computer, medical, military, appliance, transportation and instrumentation industries. With over 6,000 standard products and thousands of variations, Switchcraft markets products both domestically and internationally through a network of manufacturers’ representatives and independent distributors.
Facing the active Indian market, Switchcraft offers Key products include a range of harsh environment connectors that are sealed up to IP68 and include options from 2 through 37 poles and include data connectors such as RJ45, USB and HDMI. Other key products include power jacks that can be supplied with or without waterproof seals, power jacks and plugs rated up to 13A, and a wide range of jacks and plugs suited for medical, audio and telecoms applications.” Stephen Waldron, International Sales Director of Switchcraft
How do well organised local distribution channels benefit the business?
“As a TE authorized distributor, Heilind Asia has local support in India and also provides varied value added services such as pin extraction, special packaging etc., with a convenient 24/7 eStore processing customer orders.” K M Balaji, Distribution Marketing Manager & Ujjwal Varma, Area Sales Manager of TE Connectivity
“We have more than 95% sales through the distributors. Our sales team looks after that and works closely with our channel partners in local such as Heilind Asia. Good distribution channel and identification of right regions are very important for our growth. We aim to expand our business in South Asia, China and India, also to serve the customers even better through local distribution channels.” Kenny Ye, Asia Pacific Sales Manager of Alpha Wire
“As the Indian market continues to mature, and the need for high quality components continues to increase, Switchcraft sees a growing requirement for its widely used and respected products. Switchcraft prefers to work with local distribution partners such as Heilind, as they provide specialised and high quality service and support, and it is planned to continue with this successful business model.” Stephen Waldron, International Sales Director of Switchcraft
