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STAR
PERFORMER
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Mr. Harish Chandra of
Tiger Electroniks, Kanpur
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Tiger Elektroniks -
Kanpur
The year was 1983; the place: Kanpur. Brothers Satish Chandra and Harish
Chandra who were fresh from studies refused to enter the family business
of steel furniture. Instead they set up a retail outlet for colour and black
& white televisions at Birhana Road. Thus commenced the business of Tiger
Electronics. Colour television demand had just then commenced since the Asian
Games of 1982. Thanks to the ensuing expansion of the television transmission
network, the market potential did seem promising. However, even with their
showroom being located in the main market of Birhana Road, business was not
easy. With the presence of established dealers in the market, it was difficult
for a new entrant to establish in the competitive market. But it was also
the right time to enter the colour television market which was a sellers
market. Paying great attention to the customer, explaining and demonstrating
product features, and ensuring prompt after sales service paid rich dividends
to Tiger Electroniks. Even with the entry of many multinational brands, Tiger
Electroniks continued to set the pace since they placed their full confidence
in Videocon and believed it was the only brand that delivers results. The
real breakthrough for Tiger Electronics came with their Videocon dealership
in 1988. From a sales turnover of Rs. 75 lakhs, Tiger Electroniks achieved
dramatic growth through the years to reach a phenomenal sales level of Rs.
3.5 crores last year.
Secret of Success
What is the secret of your success?
"We have always believed in customised selling. Every customer is unique;
and so is our approach to that customer. We establish personal rapport with
the customer and strive to provide him maximum satisfaction by addressing
his specific needs. We make it a point to highlight relevant product features
which spell high value to the customer." Says Harish Chandra. Adds Satish
"We offer different promotional schemes at different times. Every time we
conclude a sale successfully, we never forget that prompt and efficient after
sales service is what will retain the customer. We make every effort to maintain
a close post-sales relationship with our customers."
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